Michelob Ultra

I worked on brand and campaign strategy for Michelob ULTRA, helping reinforce the beer’s position as the low-calorie, low-carb light lager designed for active lifestyles. With a focus on run culture and everyday fitness, the campaign reframed beer as part of a balanced, active life - work hard, then unwind.

A key moment included partnering with Usain Bolt to launch the ULTRA Beer Run, a culturally relevant activation that rewarded movement with beer. From “running a tab” at bars nationwide to trading workout miles for free ULTRAs, the campaign blended fitness, social culture, and brand storytelling to drive awareness, participation, and relevance with an active, health-minded audience.