The Michelob Ultra Super Bowl Commercial Appeals to Athletes
Laura McQuarrie — February 6, 2016 — Lifestyle
References: michelobultra & adweek
The Michelob Ultra Super Bowl commercial for 2016 positions the brand's beer as a healthy workout reward. As a beer that boasts only 9.5 calories and 2.6 carbs, this beverage is touted as a satisfying alternative for those who tend to push themselves, yet strive for balance in all aspects of their lives.
The commercial features a range of individuals lifting weights, running, swimming, practicing yoga and more. The 'Breathe' ad begins with a series of satisfied exhalations from these athletes and concludes with a similar sound from a bottle of Michelob Ultra's low-carb and low-calorie beer being opened.
The Michelob Ultra Super Bowl ad also introduces a new tagline for the brand: "Brewed for Those Who Go the Extra Mile."
The commercial features a range of individuals lifting weights, running, swimming, practicing yoga and more. The 'Breathe' ad begins with a series of satisfied exhalations from these athletes and concludes with a similar sound from a bottle of Michelob Ultra's low-carb and low-calorie beer being opened.
The Michelob Ultra Super Bowl ad also introduces a new tagline for the brand: "Brewed for Those Who Go the Extra Mile."
Trend Themes
1. Health-conscious Alcohol - Disruptive innovation opportunity: Develop low-calorie and low-carb alcoholic beverages to cater to fitness-conscious consumers.
2. Athletic Branding - Disruptive innovation opportunity: Create marketing campaigns and commercials that appeal to athletes and fitness enthusiasts.
3. Balance-focused Lifestyle - Disruptive innovation opportunity: Offer products and services that promote balance in all aspects of life, including fitness and indulgence.
Industry Implications
1. Alcoholic Beverages - Disruptive innovation opportunity: Explore the creation of healthier alcoholic beverages that align with consumers' desire for fitness and wellness.
2. Advertising and Marketing - Disruptive innovation opportunity: Develop new strategies and creative approaches in advertising and marketing campaigns targeting athletes and fitness enthusiasts.
3. Health and Wellness - Disruptive innovation opportunity: Introduce more products and services that support a balanced and healthy lifestyle, appealing to individuals seeking both fitness and indulgence.
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