If it works, don’t break it. That may explain why Michelob Ultra is the fastest growing beer brand in the U.S. It sticks with what works.
It marked Father’s Day last year with its #ULTRADAD campaign. It worked, so the campaign is back for a second year. This year, the brand is celebrating not only biological fathers but all father figures by recognizing the special role that coaches, mentors and step-fathers play in people’s lives with ‘Dear #ULTRADAD,’ a film which shows father figures surprised with letters of thanks.
Michelob Ultra also joined forces with Up2Us Sports, a nonprofit that engages, trains and supports coaches. For every consumer use of the hashtag #ULTRADAD on social media between now and June 17th, the brand will donate $1 to the Up2Us Sports organization.
The film highlights three relationships where father figures are surprised with a letter of thanks from those whose lives they’ve positively impacted. To view ‘Dear #ULTRADAD,’ click here. Consumers can share a tribute to the father or father figure in their life using hashtag #ULTRADAD on Facebook, Twitter and Instagram.
“Our brand is about the balance of living fit and fun. With this campaign, we want to acknowledge and celebrate the role of father figures—all of the coaches and mentors we know are critical in helping people find balance in life,” said Azania Andrews, vice president of Michelob Ultra. “The film we created allowed us to bring people together to share and celebrate the power of their relationships while giving back to our partners at Up2Us Sports.”