Preview: Gut and Michelob Ultra propose to enjoy sports with fun clothes | Adlatina
Train your fun side, by Gut México for Michelob Ultra, is a campaign to launch a line of sportswear for Grupo Modelo's beverage brand.
“Michelob Ultra has a very clear point of view regarding the sport, it is only worthwhile if you enjoy it,” said Ramiro Rodríguez Cohen, ECD of Gut. To enjoy, sometimes it is necessary to break some predetermined, rigid things in the world of sports, and one of those is dry fit clothing for sports, most of the time depersonalized and in which it is difficult to find an option that comes out of the colors smooth, large logos or some pattern that does not say much. It is in this context that we are launching Michelob Origins, because not everything has to be a repeat.”
With the coordination of Mercadorama, a collaboration was carried out with eight Mexican artists, including Mónica Loya and It's a Living: Michelob Ultra sought that each of the t-shirts presented had a unique design and adapted to all types of personality.
“It is much more than a campaign,” said Alejandro Gutiérrez Cuellar, director of premium brands at Grupo Modelo. It is a clear and visible action with which we intend to change the beliefs that exist around having a more active life. Where many see routine, effort and sacrifice, we see that things are only worthwhile if we know how to enjoy them. Today Michelob Ultra enters the sportswear business hoping that more people will be attracted and less afraid of seeking a healthier life through sports.”
