Low-calorie beer Michelob Ultra is one of the lightest beers on the market and the brand is appealing to those who are running during lockdown. The brand is giving runners the chance to trade their road miles for air miles, as Michelob Ultra will provide flights to the locations that match the distances run.
According to the results of a study of 2,000 adults, "nearly half of the population [has] been pounding the pavement for an average of 9.3 miles each week, or 484 miles over the year; enough to get from London to sunny Bordeaux. One in ten of us have even made it as far as Tuscany in Italy." As the beer is positioned as one of the healthiest options on the market, it serves as an appealing refreshment for active individuals.
Lockdown Running Initiatives
Michelob Ultra is Offering Rewards for Running During Lockdown
Trend Themes
1. Lockdown Fitness Campaigns - Brands are creating initiatives that encourage and reward people for staying active while in lockdown.
2. Airline-mile Reward Programs - Companies are leveraging rewards programs that offer airline miles to incentivize customer behavior.
3. Experiential Marketing in the Fitness Industry - Fitness companies are incorporating experiential marketing tactics to engage with potential customers and encourage healthy behaviors.
Industry Implications
1. Beer and Alcohol Industry - Beer brands have an opportunity to appeal to health-conscious consumers and engage with them through interactive marketing campaigns.
2. Fitness Industry - Fitness companies have an opportunity to partner with brands and create engaging campaigns that incentivize their customer base.
3. Travel Industry - Airline and travel companies have an opportunity to partner with brands to offer rewards programs that encourage customers to engage in healthy behaviors.