NBA x MICHELOB ULTRA TEAM CANS
Reaching New Audiences at the Intersection of Art, Culture & the NBA
THE SITUATION
We launched NBA Team Cans in 2021 to show up and connect with a new audience for Michelob ULTRA.
After successfully entering the NBA cultural conversation and selling through product in 2021 we wanted to go even bigger for the 22-23 season.
THE APPROACH
To continue to be a credible part of the NBA conversation we wanted to use the cans as a vessel for art & fandom. Each can representing stories of a fan base that they could engage with and take pride in. To add to the conversation started with the 2021 team cans we decided to bring in a new group of artists to create team art that would be the foundation for a 360 plan.
ERIC ELMS
JACOB ROCHESTER
JOSANNA TORRACHA
BRADLEY WARD
BIGSHOT ROBOT
CHUCK ANDERSON
100% sell through of LTO cans. Halo effect resulting in sales increase for base brand cans during campaign.
Reaching fans and new audiences at Art Basel
Player and influencer partnerships
Earned Media delivering over
1 billion impressions
in one day
CLIENT:
MICHELOB ULTRA
PROJECT:
NBA TEAM CANS COLLECTION 02
DISCIPLINE:
STRATEGY
VISUAL IDENTITY
TALENT PARTNERSHIPS
PACKAGING DESIGN
CREATIVE ASSET DEVELOPMENT
