AB InBev is getting ready to leverage Michelob Ultra’s “official beer” status at the upcoming FIFA Club World Cup.
The tournament will take place from 15 June to 13 July in the US and will see both in-stadium and on-premise activations fronted by the group’s leading growth brand. The beer giant has recruited Michelob Ultra brand ambassador Lionel Messi to front a new advert (below), titled ‘Superior Hotel’.
The campaign will also feature limited-edition packaging comprising aluminium bottle and can designs that “celebrate a summer of sporting competition”.
“This summer, Michelob Ultra will continue our legacy of uniting beer and sports to create unforgettable moments of celebration for fans across the country,” said the brand’s senior VP of marketing, Ricardo Marques. “We have robust plans to leverage this incredible moment in sport by elevating the fan experience through this powerful partnership.”
In April, AB InBev released a ‘Shade Tracker’ app for consumers, also for Michelob Ultra.
