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MICHELOB ULTRA - 50% SPORTS
Michelob wanted to increase perception of its main benefit: it has 50% less calories than other beers. And with a low budget, the strategy was to engage with consumers that understand the true value of less calories. The so-called "beer athletes", people who workout just so they can enjoy their guilt free beer after. The task was to do an activation that could be spread into an awareness campaign. (This description has 50% less words).
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