THE 68 CALORIE EXPERIENCE
Redefining low-calorie beer through
SIMPLE - EFFECTIVE experience
2026 BTL LAUNCH
the challenge
In a beer-loving culture where taste and fullness define value,
“low-calorie” often signals compromise.
To stand out, a light beer like Michelob ULTRA, the #1 beer in the U.S.—needed to prove it doesn’t give you less, it gives you more of what matters.
We turned 68 calories into something you can actually experience.
Guests were served mini food portions—each matched to 68 calories—
paired with competitor beers in smaller glasses.
Guests were served mini food portions—each matched to 68 calories coasters paired with competitor beers in smaller glasses.
A simple, immersive way to show that with ULTRA, you don’t cut back—
you level up.
This is 68 calories with competitors
smaller serve, smaller satisfaction.
We recreated competitor coasters and overlaid them with our 68 CAL—making the comparison instant.
THE LAUNCH
To prove Michelob ULTRA is a low-calorie beer that still delivers on flavor, we launched it where that lifestyle lives—not in bars, but on the court.
We rolled out a nationwide pickleball tournament, transforming courts across key cities into ULTRA courts.
