Launched during Atkins craze, this once-hot brand had gone cold, becoming known as a diet beer some even called “Chick-elob.” Yow.
But our team saw ULTRA as a lifestyle beer like no other. So we re-imagined their engagement strategy, rebuilt their programs around a more active and adventurous core, and then created “Your ULTRA Life”– a digital platform that wove together their .com, Facebook, promotions, apps, mobile, CRM and POS.
Soon, we were able to tell a new story and extend the promise of the brand through a range of original videos, articles, training advice, inspirations, social tips and challenges.
ULTRA is now the third largest brand at AB and is, once again, growing fast.
Case Study: Building the Brand Platform
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