+ Michelob Golden Light

Qualitative research showed that Minnesotans are fiercely proud of their culture, identity, and active “up north” lifestyle. The region is defined by a unique set of values, traditions, and rituals — unseen anywhere else. If you’re a Minnesotan, you get it. What was needed was a creative campaign centering on Michelob Golden Light as more than just another beer — but THE beer that fuels the Minnesota lifestyle. We created a fully integrated campaign emphasizing the beer’s connection to local values, and brought it to life with fun, energetic executions — “You’re Golden” — that included massive promotional extensions with the locally famous Minnesota Wild hockey team. We promoted across digital, traditional, and social channels based on consumers’ media consumption and daily lifestyle. Then, after five years in the market — positioned as “You’re Golden” — consumer research and wholesaler input led us to evolve the campaign to freshen it and continue generating interest in and drive trial of the brand, especially among younger consumers. Research inspired a concept evolution that incorporated elements of a sense of place; aspiration; state of mind; fun, and camaraderie … while highlighting values such as simplification and reconnection. Our new work — “You are Here” – encourages people to focus on what matters most.