We are always talking about Michelob Ultra’s 95 cals, but are we really sure people know what it actually means? We don’t think so. If that were the case, their choice between any regular beer and our 95 cals Michelob Ultra, would be a no brainer.

So first, we scaled down the iconic glasses of our competitors to fit just 95 calories in them. Then, we kept resizing other drinks and foods until we had lots of mini-dishes and mini-cocktails. And finally, we created a bar where people could enjoy the experience and, once and for all, understand what 95 cals look like.

CANNES LIONS - SHORTLIST
EFFIE LATAM 2023 - SILVER
EFFIE LATAM 2023 - BRONZE
EFFIE MÉXICO - BRONZE
CIRCULO DE ORO - BRONZE

Client: Michelob Ultra
Agency: Gut