Transcript
Page 1: Smoother than smooth final 2

SMOOTHER THAN SMOOTHKeeping it Smooth

Michelob Ultra Light Cider Thursday, July 26, 12

Page 2: Smoother than smooth final 2

• Michelob Ultra Light Cider currently focus is on leisure and relaxation

• MOST BEER ADVERTISING FEEDS INTO THE MALE LIBIDO.

• Why not feed into what men and women want?

• Relationships. Happiness. Feeling good about themselves and their partner.

• ATTRACTION

WHY KEEP IT SMOOTH?SELL THE RELATIONSHIP, THE LIFESTYLE

Thursday, July 26, 12

Page 3: Smoother than smooth final 2

DYNAMIC SHIFT

• Women want someone confident and SMOOTH.

• Women are more likely to focus on personal health and fitness.

• The desire is universal!

• A shift to health. Appearance. The waste line. Sex appeal for both.

• A smooth light drink like Michelob Ultra Light Cider brings confident attractive people together.

• People aware of how they look. How they feel... and they want to have a great time TOGETHER.

Thursday, July 26, 12

Page 4: Smoother than smooth final 2

DESIRE TO IMPRESS

• Tapping into a man and woman’s desire to impress

• Fitness, sex appeal and staying lean and seen

• Dress to impress and be the best

• Feeling smooth is sending out the image that you want

Thursday, July 26, 12

Page 5: Smoother than smooth final 2

COLLATERAL

• The female audience is drawn in by a desire to have the ideal partner, and a healthy sexy lifestyle.

• The drink market is heavily dominated by the male purchaser. By bringing male and female purchasers, together we increase our buying audience.

Not Your Mother’s White Wine

Thursday, July 26, 12

Page 6: Smoother than smooth final 2

WHY MAKE IT SMOOTH?

• Men are more likely to purchase Amheuser Busch Products by a margin of 55%

• Light beers are overwhelmingly purchased by men across the board

The way it was and is...

Thursday, July 26, 12

Page 7: Smoother than smooth final 2

Thursday, July 26, 12

Page 8: Smoother than smooth final 2

THE APPROACH

• LIFE-IT’S EVERYTHING

• Michelob Ultra Light Cider is THE DRINK for men and women who love looking amazing and live the life few attempt to dream.

• MULTI MEDIA-

• Full collateral Multi directional approach.

• Video, Contests, Music, Interactive Website.

• Imagery: Sharp dressed thin people living exciting lives.

MICHELOB ULTRA LIGHT CIDER

Thursday, July 26, 12

Page 9: Smoother than smooth final 2

THE APPROACH

• www.keepitsmooth.com

• Smooth Kitty or Cat-Banner - Video, Test

• KeepitSmooth spoof talent show

• Smooth Operator Short film contest

• Smooth Operator Michelob Ultra Light Cider Hip Hop Track based off of Sade’s classic track.

Thursday, July 26, 12

Page 10: Smoother than smooth final 2

SMOOTH KITTY OR CAT?

• Video: Are you a Smooth Kitty or Cat? Be a smooth cat for all seasons. Tell us your tale? Upload video to www.sidereel.com

• The winners posted on SideReel. Winner get a smooth Wardrobe, Exclusive LA Fitness Membership and trip for two to the worlds sexiest smoothest resort: “Las Ventanas al Paraiso-Los Cabos, Mexico”.

• Take the “Are you a Smooth Kitty or Cat Test”. Link to www.keepitsmooth.com to see if you got what it takes.

BANNER

Are you a smooth Kitty or Cat?Michelob Ultra Light Cider wants to know

Tell us your tale? www.sidereel.com Take the test. www.keepitsmooth.com

Thursday, July 26, 12

Page 11: Smoother than smooth final 2

SMOOTH OPERATOR VIDEOShort Film/Music Video & Hip Hop Song

• Short Film/Music Video contest. The winners video is used in the actual campaign and gets to pitch direct the concept.

• The concept: Agent smooth is brought in to save a man’s night of sure dating disaster. Ten minute film with the un-smoothest cat. The master of smooth comes in and pulls a karate kid on the man and reshapes his style, approach and inner esteem.

• The Film will be edited as a short film and video for...

• Smooth Operator Theme song:: Video Hip Hop track based of the song smooth operator used on All Music Site. Steers traffic to the Are you Smooth Website.

Thursday, July 26, 12

Page 12: Smoother than smooth final 2

• Take on America’s obsession with talent shows - KEEP IT SMOOTH AMERICA.

• Commercial spoof contest: Commercial looks and feels like a promo for a new talent show. KEEP IT SMOOTH AMERICA?

• In the spoof video, the smoothest men & women appear to compete to be americas smoothest.

• Tales and flashbacks of their smoothest nights. The final contestant opens up with the words, “I picked up Michelob Ultra Light Cider”. The judges are floored.

KEEP IT SMOOTH AMERICASpoof Talent Show Advertisement -viral

Keep it Smooth America

Thursday, July 26, 12

Page 13: Smoother than smooth final 2

www.keepitsmooth.com

• Multi media Webiste, linked an all collateral materials.

• Short Film Contest, KEEP IT SMOOTH AMERICA Spoof, Smooth Operator Video and Song.

• Smooth Suggestions: Links and images of Michelob Ultra LIght Cider amongst links for Smooth Suggestions: Clothing, Fitness Health and Social Life.

KEEP IT SMOOTH

FILM CONTESTSMOOTH KITTY OR CAT SMOOTH OPERATOR

http://www.michelobultra.com

Thursday, July 26, 12

Page 14: Smoother than smooth final 2

SMOOTHER THAN SMOOTHMichelob Ultra Light Cider

Smooth taste, light on calories Smoother than Smooth

Thursday, July 26, 12


Recommended