WHAT IF?
Michelob Motherhood ULTRA: Boob Brew
A team of women (Tracy Rosen, BT Jackson, and Shireen Beygui) and I thought it would be so hilarious and smart for Michelob ULTRA to support athletic moms by providing a non-alcoholic beer sub brand called: “Superior Lactation Libation.” Michelob is in a unique position to offer this because studies suggest brewer’s yeast helps women lactate. However, the science on this isn’t quite consistent so this will stay in the “holy shit what if” stage for now.
The official Motherhood ULTRA bottle providing “Superior Lactation Libation”
CALLING ALL MOMS
For the release of the Boob Brew we’d have a 60 second spot starring athletic moms of all ages and sizes. Shot in the style of a PSA about how: “We know how tough you are, more importantly we know how bored you are.” The spot would end with each woman chugging the boob brew in iconic fashion.
It would obviouosly have to be released on Mother’s Day.
CHUG!CHUG!CHUG!
For banners, OOH, and social, we’d lean in to the visuals of moms having unabashed fun.