Mosaic drive for Michelob

Michelob beer is rolling out a national advertising campaign using three mosaics, each made up of almost 3,000 photographs.

The 1m campaign, created by Duckworth Finn Grubb Waters, will use the strapline, “It’s what’s inside that counts”. The intention is to promote Michelob as a beer of sociability and quality, using people drinking in bars and photographs of the harvesting and brewing process.

“The advertising campaign captures the essence of Michelob- its brewing craftsmanship, stylish packaging and sociability,” says Michelob marketing manager Kerry Bebe.

The campaign will appear in a variety of men’s style magazines from September to December, as well as the Evening Standard and selected national newspapers. It is also appearing on 16-sheet posters on the London Underground.

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