NEW YORK — With summer in full swing and the euphoric re-opening of bars and restaurants, Michelob ULTRA is hitting the pavement with Usain Bolt to cover the cost of post-workout beers at local watering holes.
Bolt and Michelob ULTRA understand that this is the perfect time to gather with friends at the neighborhood bar and toast to a great sweat session. That’s why for one day, on July 24, the legendary sprinter and ULTRA want people to head back to their favorite bars to put their post-workout ULTRA on his ‘running tab.’
“I’ve always been someone who has had as much fun off the track as on it, which makes this partnership with Michelob ULTRA so perfect,” said Usain Bolt, eleven-time world champion and eight-time gold medalist. “I strongly believe in the brand’s mantra that ‘it’s only worth it if you enjoy it’ and I’m thrilled that we are able to join forces on a program that combines the joy in both exercise and sharing a beer with your friends at the bar.”
“Bars are part of the fabric of our communities; it’s where we come together, meet up, catch up and cheer up with friends,” said Ricardo Marques, Vice President of Marketing, Michelob ULTRA. “That is why we are partnering with Usain Bolt for our ongoing Beer Run campaign to celebrate the return of bars, encourage people to continue being active all summer long and balance it out with the perfect, low calorie beer.”
Michelob ULTRA’s “Bolt to Bars” campaign is part of its ongoing Beer Run program and will be supported by two ad spots (0:15 and 0:30) that will run on TV, social and digital, and the campaign will also be supported with localized OOH, social media and PR.