Michelob Ultra spotlights Boston Marathon’s first woman for empowerment campaign

Diving brief:

  • The Anheuser-Busch InBev brand Michelob Ultra has unveiled its Run Fund, a platform that will support women and non-binary athletes participating in the 2023 New York City Marathon, and a campaign timed for this year’s marathon, according to details shared with Marketing. Dive.
  • At the center of the effort is a 60-second spot featuring the story of Kathrine Switzer, the first woman to run the Boston Marathon, which will air in New York City during the marathon on Nov. 6. The brand is also hosting a panel featuring Switzer, Olympian Alexi Pappas, 100-time marathoner Jocelyn Rivas, and author Jake Fedorowski.
  • The brand will launch “Train Like A Pro Marathon Runner”, a platform for runners to follow training tips from trainers. The effort follows similar gender inclusion initiatives by Michelob Ultra and hints at the growing interest of alcohol brands in expanding their reach to women and minority audiences.

Overview of the dive:

Alcoholic beverage brands have upped their game when it comes to marketing to diverse audiences this year, and for good reason – ads that promote gender inclusion are proven to perform better than those that don’taccording to a study by Ipsos and SeeHer quoted during an Advertising Week panel in New York on inclusivity in the alcohol industry.

At the right time for this year’s New York City Marathon, the Michelob Ultra’s Run Fund, in partnership with the New York Road Runners, will offer a contest for women and non-binary athletes to win a 2023 New York City Marathon bib and gain access training programs and resources. Michelob Ultra is a long-time sponsor of the race. Over time, the Run Fund will expand to include several nationwide runs.

In the 60-second spot promoting the effort, Switzer tells the story of her experience breaking down barriers as the first woman to run the Boston Marathon, recreating an iconic photo of her running the race in 1967. as a group of men desperately try to stop him. . As the photo appears on screen, Switzer says, “If I stopped, this photo would tell the world that women shouldn’t run, but if I continued, my last leg of this race would become the first leg for millions. of people.

The spot will air during this year’s New York City Marathon on WABC and will also air during the week leading up to the race. Additionally, Michelob Ultra, in partnership with the Women’s Sports Foundation, will host a panel focused on gender equality in sports on November 5 at Manhattan Manor with Switzer, Olympian Pappas, author Fedorowski, who wrote ” The Guide to Non-Binary Inclusion in Running,” and Rivas, the youngest Latina to run 100 marathons. The panel, titled “The Road to Inclusion: 50 Years of Breaking Barriers,” will be led by sportscaster Cari Champion with closing remarks from Phaidra Knight, an MMA fighter and member of the World Rugby Hall of Fame.

Michelob Ultra, in his recent efforts, has made further strides in promoting gender equality in sport. Last August, the brand announced a $100 million commitment over the next five years with the aim of increasing the visibility of women’s sport. The brand also unveiled its “Save it, see it” campaign encouraging Instagram users to hit the “save” button on posts featuring female sports content in an effort to increase visibility and the chances of female athletes receiving funding and sponsorship. During this year’s Super Bowl, the brand held a advertisement featuring Serena Williams emphasizing similar themes of gender equality.

Robert M. Larson