Fastest Growing U.S. Beer Brand Uses Iconic TV Theme Song from “Cheers” to Emphasize the Place of Beer in an Active Life
NEW YORK, February 3, 2017 – Michelob ULTRA, the fastest growing beer brand in the U.S., today unveiled a new 30-second commercial, titled “Our Bar,” that will debut during Super Bowl LI. The spot, developed by FCB Chicago, features real fitness enthusiasts – not actors – doing what they do day-in and day-out: going through a tough workout together and sharing cold beers afterwards to celebrate. The ad also features the iconic theme song from the TV show “Cheers” to underscore the strong social bonds felt every day by members of fitness communities across the country.
“Our Bar” intentionally uses no actors to demonstrate Michelob ULTRA's commitment to supporting and celebrating authentic fitness communities. From training to run clubs to spin classes, “Our Bar” depicts the new social fitness reality that fitness and enjoying beer can go hand in hand: you can work out, and then go out. Exercising together and having a conversation over beers afterwards results in a deep social experience that brings people closer together.
“We recognized that the social lives and beer-drinking occasions of the Michelob ULTRA consumer extend beyond gathering at the bar or at home with friends,” said Azania Andrews, vice president, Michelob ULTRA. “Communities forming around fitness activities represent a new type of socializing. ‘Our Bar' emphasizes that beer is a part of this new world, grounded in celebrating accomplishments.”
In addition to using everyday people in the ad, the brand also brought its commitment to active lifestyles to life this week by hosting the Live ULTRA Pull-Up Challenge in Atlanta and Boston. Men and women were invited on Thursday, February 2, to prove their physical fitness and complete as many pull-ups as they could in 95 seconds – the same number of low calories found in a Michelob ULTRA. The winners from each market are being provided with a VIP trip to Houston for Super Bowl LI.
For information on Michelob ULTRA, visit MichelobULTRA.com or the brand's pages on Facebook, Twitter and Instagram.
For more than 160 years, Anheuser-Busch and its world-class brewmasters have carried on a legacy of brewing America's most-popular beers. Starting with the finest ingredients sourced from Anheuser-Busch's family of growers, every batch is crafted using the same exacting standards and time-honored traditions passed down through generations of proud Anheuser-Busch brewmasters and employees. Best known for its fine American-style lagers, Budweiser and Bud Light, the company's beers lead numerous beer segments and combined hold 47.2 percent share of the U.S. beer market. Anheuser-Busch is the U.S. arm of Anheuser-Busch InBev and operates 14 local breweries, 17 distributorships and 23 agricultural and packaging facilities across the United States, representing a capital investment of more than $15.5 billion. Its flagship brewery remains in St. Louis, Mo., and is among the global company's largest and most technologically capable breweries. Visitor and special beermaster tours are available at its St. Louis and four other Anheuser-Busch breweries. For more information, visit www.anheuser-busch.com.
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