Anheuser-Busch launched a new Amazon Alexa skill for its Michelob ULTRA brand called Ultra 95. The skill offers 12 different workouts for users to burn off the 95 calories that are in one Michelob ULTRA beer. While that may sound odd, it is actually a perfect example of how an Alexa skill can complement a brand’s core message.
On the beer’s website, it states “Michelob Ultra supports an active, social lifestyle.” Its other advertising promotes this message as well. If you’ve been watching any of March Madness, you’ve seen the ad of people working out and then enjoying a nice cold Michelob ULTRA as their reward. The ULTRA 95 Alexa skill enhances this message by providing tools to help its consumers meet their fitness goals. The brand’s target audience is an active one. By offering quick tips to burn off that Michelob ULTRA on Alexa, it can further engage its loyal customers while also procuring new ones who share its belief of fitness first, beer second.