Ultra Hole

Starcom

Client: Michelob Ultra

In summer 2024, Michelob Ultra set out to bring its new “superior light beer” positioning to golf in a way that strengthened its long-standing association with the sport and sustained its five-year streak as Canada’s fastest growing beer brand, rising from #20 in 2018 to #6 in 2024. With increasing pressure from competitors like Miller Lite and Coors Light, the brand focused on defending and growing its 35+ audience by claiming golf’s ultimate symbol of superiority: the hole-in-one.

Inspired by the rise of sports entertainment spectacles such as the Netflix Cup and the highly publicized bout between Mike Tyson and Jake Paul, Michelob Ultra launched The Ultra Hole Challenge. Streamed live on TSN during The Presidents Cup, the event featured Michael Block and Wayne Gretzky attempting golf’s hardest shot. Promoted like a major streaming event, the campaign drove fan participation, social buzz, and over 25,000 contest entries. When Block delivered a dramatic hole-in-one on camera, against 1200-1 odds, the moment went viral globally. The campaign redefined beer marketing in golf, cementing Michelob Ultra as the superior light beer on the fairways and beyond.