Michelob Ultra Is the 'Summer of Team USA' in New Campaign

Alcoholic beverage brand Michelob Ultra just launched its latest campaign as the Official Global Beer Sponsor of CONMEBOL Copa América USA 2024.

Dubbed the "Summer of Team USA," the new marketing initiative marks the brand's biggest summer program in history, bouncing off the momentum of its recent all-time high market share.

Accompanying the campaign is a short 30-second TVC titled "Superior Squad," aimed at bridging the brand, the soccer players, and their fans by building anticipation as the CONMEBOL Copa América tournament draws closer.

This comes as part of the brand's Superior Access platform, ULTRA Pitchside, which gives fans 21 and above the chance to win exclusive prizes.

These include CONMEBOL Copa América VIP tickets and merchandise signed by football legend Lionel Messi.

Wanna sit VIP with @MenInBlazers at a CONMEBOL COPA América USA 2024 match? ​

Visit the link for a chance to win tickets, MIB merch, fan zone experiences & more! Enter now: https://t.co/CfDH44vt6ypic.twitter.com/lIQV3QPgYq

— Michelob ULTRA (@MichelobULTRA) June 8, 2024

"Summer of Team USA," made together with the brand's internal creative department draftLine, also taps into the long-standing partnership between Michelob Ultra and USMNT star Christian Pulisic, who will be the face of several out-of-home (OOH) ads.

The AB InBev brand and Pulisic will offer fans special-edition packaging featuring the U.S. shield logo and the Mexico shield logo.

"As a player, it's energizing to see how soccer is growing here in the U.S. through our incredible fans and overall support through brand partners like Michelob ULTRA," the USMNT Captain said in a press release.

Kicking Things Off 

Central to the campaign are two spots launched by the beverage brand.

The 30-second "Superior Squad" and "Disfrute" kick off with a shot of the beer as a sports newscaster brings in the energy of the pitch.

A montage of plays from the U.S. Men's National Team takes over the screens, accompanied by close-up shots of the world-famous drink being enjoyed by sports fans watching the game from home or at the pub.

It ends with a logo of the brand as it serves as a proud sponsor to the soccer team.

Michelob Ultra VP of Marketing Ricardo Marques shared his excitement with the launch of the campaign, allowing the brand to engage with sports fans through an international event like CONMEBOL Copa América.

"Michelob Ultra is uniquely positioned to connect with consumers across sports and social occasions, and this campaign will set us up for a dynamic summer with more international moments to put our brand point of view in front of millions of fans," he said.

READ NEXT: Michelob Ultra Secures Messi as Its New Brand Ambassador

Editing by Katherine 'Makkie' Maclang