Michelob Ultra has been capitalizing on big sports events for special-edition labels and merchandise. There was the Serena Pack celebrating Serena Williams’ retirement. Before hat, there was a T-shirt dedicated to one viral moment during the PGA Championship.
In preparation for a planned commercial during the Super Bowl featuring the “Ultra Club” golf club, Michelob is once again getting in the golf game with a full line of branded merchandise ready for the links.
Anheuser-Busch InBev’s @MichelobUltra is celebrating golf’s “cultural shift” with #SuperBowlLVII ads starring retired tennis all-star Serena Williams and other prominent athletes as they enjoy the course at Bushwood Country Club.https://t.co/gqEDwDPuhg
— Campaign US (@CampaignLiveUS) February 1, 2023
It’s all very fashion-forward, as golf moves away from the stuffy clothes that Adam Sandler made fun of in “Happy Gilmore,” and is more influenced by streetwear and athletic designs.
The Michelob Ultra Club collection includes men’s and women’s polos, T-shirts, crop tops, cardigans, bucket hats, baseball caps, sweater vets and crewneck sweatshirts.
Celebrate the new age of golf with vintage inspired looks. Shop the entire ULTRA x @devereuxgolf collection from our #SuperBowlLVII commercial #ULTRAClub pic.twitter.com/9FJMZGcZEm
— Michelob ULTRA (@MichelobULTRA) February 2, 2023
It also includes golf products like towels and golf head covers, all branded with the Michelob Ultra logo and using a wavy motif that also appears on the apparel.
The idea of a golf-themed promotional product has changed as the overall aesthetic of the sport has. It’s more appealing to a younger audience who want to wear clothes that look as good on the course as they do on the street. Guys like Ricky Fowler brought things like flat-brimmed caps to the sport, and it’s constantly evolving to meet current customer demands and taste.
Also, it adds to the trend in recent years where Super Bowl commercials need to have a merchandise tie-in to expand the experience. Last year it was all about bowling, with the fictional bowling lane full of celebrities.
The Ultra Club doesn’t seem like it will be much different, with at least now-retired Williams teeing off alongside Fowler and U.S. soccer star Alex Morgan.
It will be fun to see if Michelob expands on the merchandise after the commercial airs, too.
Commercials can no longer stand alone: Brands want a lasting experience, and they know people will want to wear a commemorative piece the same way they would referencing a TV show or sports moment. It prolongs brand visibility and, in this case, creates something that golfers, golf fans, or just Michelob fans, will want to wear in real life.
