Throughout the 2000s, Michelob Golden Draft Light dominated beer sales in Upper Midwest markets. Eighty percent of the brand’s volume came from Minnesota, 10% from Wisconsin, and the remaining 10% from six other states. But in 2009, for the first time in six years, sales began to decline. Anheuser-Busch was ready to refocus attention on Minnesotans’ favorite beer and get the numbers back on track.

The people "up north" live active lifestyles and take great pride in where they’re from. Their love for the outdoors spans from time on one of Minnesota’s 10,000+ lakes to snowmobiling at weekend cabins. Deep-rooted traditions and local loyalty define their family gatherings and unwavering support for their favorite sports teams. These are warm, genuine people who live by the phrase, “You’re golden.”

It only made sense to build on what already existed and launch a campaign that celebrated these remarkable qualities. Our team developed a strategy that centered on the authentic Minnesota lifestyle while giving the brand a visual tune-up. The goal was to create a personal connection with consumers and capture the spirit of the brand in a way that resonated with both loyal fans and competitive drinkers, all while keeping the focus on the broader occasion and experience.

The campaign resonated so strongly that we followed up by shooting updated product imagery to align with the new visual direction. We then extended the refreshed VBI across seasonal ads, programs, and brand activations, giving the brand a cohesive and elevated look.