Micheladas Imperial

Brief

To face the decline in beer consumption among new generations, Imperial chose to launch a new product after 8 years. Imperial Micheladas, in lime and mango flavors, were born as a response to these consumers’ desire to explore new flavors and live different experiences.

Idea

We knew that to capture Gen Z’s attention, we couldn’t come out with something that felt like “more of the same.” We needed to surprise them—and we did it with a musical hit starring four well-known artists who came together to bring “Choke” to life.