Michelob Golden Light is a premium cold-filtered draft beer with the exceptionally smooth taste you expect from Michelob, known as the smooth, golden taste of Minnesota.
We were challenged to evolve from the You’re Golden brand campaign in an effort to generate a renewed interest in the brand, especially among younger consumers and increase growth. Momentum towards evolving the You’re Golden campaign was fueled by focus group research, along with wholesaler input.
Research proved that our evolved concept needed to incorporate elements of place, aspiration, state of mind, fun and camaraderie, while highlighting values such as simplification and reconnection, encouraging people to focus on what matters most. What matters most varies dramatically across the diverse state of MN, but they’re all grounded in a unique ownable sense of place.