MICHELOB ULTRA BREW CAMP
Creating at the Speed of Culture
THE SITUATION
A great brand having lots of success, Michelob ULTRA is the only US domestic beer from a “big brewery” that is growing. Typically, working with a brand with a proven track record means one thing; you work on the status quo and take no chances. Luckily for us, that was not the case with ULTRA. They saw opportunities for growth with communities of beer lovers who were not considering ULTRA and had the foresight to be focused on future proofing the brand.
We reimagined the product innovation process from seed to sip. From who participates to the creative exercises they participate in, we built a platform that would allow ULTRA to create at the speed of culture.
OUR APPROACH
First, we created a home where we could bring diverse ULTRA–style beer lovers and wellness innovators together. Using an unused space in Anheuser–Busch’s Ft. Collins, Colorado brewery, we designed a space built to grow community and create new ideas.
Then, we started inviting wellness brands, engineers, brewers, agriculturists, athletes and a cross section of ULTRA team members to what we call ULTRA Brew Camps.
During the camps, we design and lead creative sessions that focus on mutual learning, cultural immersion, creative exploration and development of new products and solutions across the
brand ecosystem.
The camps have led to a growing series of informed product innovation. New ULTRA style beers including Amber Max & Pure Gold have gone to market and had critical and commercial success after being created at the camps. A series of lifestyle products using the shared mastery of material dynamics are set for release in 2021.
Beyond the innovations created, a true community of invested brand ambassadors and partners has formed.
Two years after opening the innovation center in Colorado for ULTRA we have hosted 10 camps. The camps and new product development continue with a pipeline of new concepts set to be tested and released through 2022.
RESULTS THAT CONTINUE
CLIENT:
MICHELOB ULTRA
PROJECT:
MICHELOB ULTRA BREW CAMP
DISCIPLINE:
VISUAL IDENTITY
PRODUCT DESIGN
PACKAGING DESIGN
ILLUSTRATION
ANIMATION
CREATIVE ASSET PRODUCTION
EXPERIENTIAL STRATEGY & PRODUCTION
INFLUENCER & BRAND PARTNERSHIPS
WORK SHOP DESIGN & FACILITATION
