What It Is.

In the wake of Michelob Ultra’s introduction, our client, Anheuser-Busch, tasked my team at Momentum with exploring upscale, lifestyle-based extensions to the brand.

Suffice it to say, Michelob Ultra eclipsed all other existing Michelob offerings. So much so that the Michelob brand is now comprised only of Ultra.

Why It’s Here.

These are a few of the concepts that I researched, conceived, designed, and proposed while a Creative Director at Momentum Worldwide for the now-defunct Michelob Brewing Company.

So What?

These line extensions demonstrate a facility for extending an existing CPG line of products in a complementary manner.

World. Class.

High contrast was having a global moment.

The language of class and hipness was very literally black and white.

Exclusive, unique, memorable. You either were or you weren’t – no grey area.

Well, isn’t that Speziell?

Leave Nothing to Chance

We were literally at the inception of the “What Happens in Vegas” attitude … regardless of where you were.

And, we were right in between Danny O’s first and second capers with his heisty crew. It was all high-rolling, late nights, and long shots. But royally flush or royally sxrewed, you were royalty either way.

That called for an Ocean’s 6 (sorry) of Michelob Royale.

Make the Scene

Attitude. Confidence. Style.

It was not about making the most noise — though sometimes you absolutely do — it was about how you handle it.

And, conversely, it was about how you could slip discreetly into any room or situation, you found yourself in.

That was the assuredness of Michelob Black Label.