Low Calorie Beer Marketing: How Low Can You Go?

April 24, 2010

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My beer’s healthier than yours.

That’s more or less the tactic being employed by MGD 64 as it turns its guns on 95-calorie Michelob Ultra.

Michelob Ultra has worked for years to position itself as an “active lifestyle” beer for the athletically minded, going so far as to ink a high-profile endorsement deal with cycling legend Lance Armstrong and launching a Facebook app that locates running and cycling paths. In its new campaign from Publicis’ Saatchi & Saatchi, MGD 64 takes a similar tack, launching a branded pedometer app that uploads users’ total steps into Facebook group challenges such as “Walk Up Mount Everest 64 times.”

Read more on AdAge.

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