Michelob Ultra Caddie

Custom product design, PR + influencer stunt, and social activation for the 100th anniversary of the PGA Championship

Michelob Ultra was looking for ways to generate earned media and wanted to do something big for their presence at the PGA Championship this year. A few months later the Michelob Ultra Caddie — a golf bag with a keg, tap, Bose stereo, and tablet for streaming — was cut, fabricated, wired, chilled and prepped for its debut at the 100th Anniversary of the PGA Championship. 

Along with the bag we developed a PR plan, influencer involvement with PGA athletes like Brooks Koepka, and ultimately a social media activation that gave the one-of-a-kind bag away to a lucky fan. The Ultra Caddie has generated over 35MM impressions, been featured on NBC’s Golf Channel, Golf Digest and Golf.com, and helped Michelob Ultra dominate the conversation with 45% of all sponsor mentions around the PGA Championship. Fun concept, fun times.