Anheuser-Busch InBev has recruited six artists to leverage the marketing tie-up between US success story Michelob Ultra and the National Basketball Association in the country.
The next set of ‘NBA Team Cans’ for the brand, which features 19 different designs, represents the second year of the marketing concept. The Michelob Ultra cans rolled out nationwide this week and will be available through the off-premise channel “for a limited time”.
The artists include Chuck Anderson, who had a hand in designing some of the cans in the inaugural 2021-22 series. The current NBA season commenced on 18 October with the first finals game scheduled for 1 June.
The brand extension, positioned as a fitness-friendly light beer thanks to its lower-calorie and lower-carb content, has been consistently highlighted by the brewing giant as delivering strong sales growth in the US. In October’s Q3 results announcement, Michelob Ultra was credited with a “continued” double-digit sales jump in the market.
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