Michelob Ultra Zero x the FIFA World Cup
THE ASK – Create an integration for Michelob Ultra Zero to show up at the 2026 FIFA World Cup as an extension of what the Michelob Ultra brand has planned.
THE INSIGHT – Gen Z is redefining everything in soccer and drinking as an attempt to break into these communities.
THE STRATEGY – Create a moment of resonance with our audience to build a moment with cultural impact for Ultra Zero and the FWC.
Stay in the Game is Ultra Zero’s Slogan
It’s not just a slogan, but a way of life. Staying in the game is about enjoying the things you want to enjoy without any limitations.
“Lock in” is Gen Z’s take on ”Stay in the Game”
It’s reflected in the multi-faceted nature of Gen Z. 67% of Gen Z globally say they love to deep-dive into new interests or obsessions when they discover them (Mintel)
While “Locking in” is traditionally based in individuality, Gen Z roots it in their longing for community.
Gen Z is driven by connection. They’re redefining everything in soccer and drinking as an attempt to break into the communities; over half of Gen Z adults think about the experience when going out, prioritizing socialization over alcohol (WARC). And they’re also engaging with soccer in their own way. 42% of consumers (aged 18-34) are especially drawn to player-branded apparel, showcasing that younger generations choose athletes over the game itself (Mintel).
At the FWC, Michelob Ultra is giving superior access to the game, but Gen Z isn’t locked in.
Ultra Zero can Step up, providing Gen Z access where they are, and making it unique for them. Because of this, Ultra Zero has the opportunity to help Gen Z stay in the game.
Experiential Campaign: Level Zero
It’s not a bar. It’s not a training facility. It’s Level Zero. A third space to welcome Gen Z into the FWC community. With every action, they are encouraged to Stay in The Game so they can level up and become a part of something special.
Taking Place at the Michelob Ultra Beer House in select FIFA World Cup Cities, Ultra Zero will host Level Zero before and during matcches so Gen Z has a place to lock in.
