Uniting Minnesotans with THE TASTE OF THE LAKE
Minnesotans have loved Michelob Golden Light for decades. So long, in fact, that younger beer drinkers started to think of it as their grandparents’ beer. We set out to put this flavorful malty light beer back into the consideration set of the next generation of Minnesotans and keep MGL on top of Minnesota’s beer sales.
What We did
Young Minnesotans love two things more than anything else: lake life and hockey. We put those two together, with MGL at the heart of that equation, when we created the “State of Hockey” sponsorship, featuring the local fans’ favorite team, the NHL’s Minnesota Wild. The platform celebrated the arrival of the long awaited summer by promoting MGL as the beer for the lake. With the “Lake My Day” promotion, MGL drinkers could win a paddle board, pontoon boat or a luxury cabin get-away for the summer lake getaways. Consumer communications featured the message, “If you have a Michelob Golden Light in your hand, You’re Golden.” We connected with fans like never before. Page “Likes” grew by 23% and engagement rose to twice Anheuser-Busch norms to 5%.