Celebrate Your Lake
Minnesota is the land of 10,000 lakes (technically, 11,842) and Lake Culture is a central part of leisure time activity. Michelob Golden Light demonstrated its affinity for this lifestyle with an integrated promotion that awarded one winning lake a $50,000 cash grant to help preserve and beautify it.
TV celebrates the active social lifestyle of Minnesotans, and highlights Michelob Golden Light as a catalyst for good times.
Hitting a moving target
Online and mobile banners were served alongside relevant content, reinforcing the brand’s connection to the Minnesota Lifestyle.
Acting like a leader.
Michelob Golden Light isn’t the biggest beer in the A-B portfolio. But it is the biggest beer in Minnesota. MK+R’s media strategy subtly communicated that leadership position by making high-visibility, high-impact media choices.
Raising the bar.
The battle for market share in the beer category is often won or lost on-premise. Here, the beer you hold in your hand is more than refreshment: it’s a badge. We used a number of bar-themed tactics to keep Michelob Golden Light top of mind, and to reinforce the brand’s core message.