Michelob ULTRA Celebrates Father Figures with #UTRADAD Campaign

Michelob ULTRA pays tribute to coaches, mentors and others who play the role of #ULTRADAD, and forges new partnership with Up2Us Sports

Michelob ULTRA, an American beer brand, is celebrating Father’s Day by bringing back its #ULTRADAD campaign for the second year.

This year, the brand is celebrating not only biological fathers but all father figures by recognising the special role that coaches, mentors and step-fathers play in people’s lives with ‘Dear #ULTRADAD,’ a film which shows father figures surprised with letters of thanks.

The brand has also joined forces with Up2Us Sports, a nonprofit that engages, trains and supports coaches. For every consumer use of the hashtag #ULTRADAD on social media between now and 17 June, the brand will donate US$1/£0.75 to the Up2Us Sports organisation.

The film highlights three relationships where father figures are surprised with a letter of thanks from those whose lives they have positively impacted. Consumers can share a tribute to the father or father figure in their life using hashtag #ULTRADAD on Facebook, Twitter and Instagram.

“Our brand is about the balance of living fit and fun. With this campaign, we want to acknowledge and celebrate the role of father figures—all of the coaches and mentors we know are critical in helping people find balance in life.

“The film we created allowed us to bring people together to share and celebrate the power of their relationships while giving back to our partners at Up2Us Sports,” said Azania Andrews, Vice President of Michelob ULTRA.

Up2Us Sports actively engages and trains coaches to create strong role models in local communities. The organisation’s network of more than 300 coaches fosters these father figure relationships through sports, where often these connections last a lifetime.

“At Up2Us Sports we have seen firsthand the impact coaches make in someone’s life and Father’s Day is a great time to help thank them.

“We are grateful for Michelob ULTRA’s support in highlighting these relationships and hope consumers participate in this great campaign,” said Paul Caccamo, founder and CEO of Up2Us Sports.

Michelob ULTRA’s Father’s Day campaign will extend beyond the film and partnership with a custom online store where consumers can purchase the perfect gift like a premium golf bag or pilsner glass.

The campaign will also appear at trade where consumers have a chance to win two spots in the first ever ‘ULTRA Dad Open’—a new golf tournament created by Michelob ULTRA – honouring fathers and father figures taking place at TPC Sawgrass in Ponte Vedra Beach, FL this July.