Michelob Ultra "FRIDGE+"

ACTIVATION. CONTENT. 

Michelob Ultra has fast solidified itself as THE beer for fitness-minded enthusiasts. With home fitness equipment at an all-time high, we conceived and created a new set of equipment for those who understand that it's only worth it if you enjoy it.

Introducing the Fridge+ by Michelob Ultra.
The first smart gym that is also a full size refrigerator.

Director: Anthony Pellino
Fitness Talent: Kenny Santucci, Melissa Ortiz, James McMillan

We built out four custom pieces of Fridge+ equipment to fill the smart fridge, including:

ULTRA POWER
Iron? Try pumping aluminum. Michelob ULTRA Beerbells adjust cans for various weights as balanced as our flavor.
*adjustable to 12oz, 16oz, & 25oz cans*

ULTRA RESTORE
The Michelob ULTRA Beer Roller is the perfect cool-down tool for your body—and your beer.

ULTRA SCULPT
The Michelob ULTRA Suds Stepper is the 24-pack designed for your 6-pack.

ULTRA HIIT
Using Michelob ULTRA Conesters for your agility drills will have you coasting to a body fit for an island vacation—your kitchen island, that is.

Additionally, we created a series of workout videos that lived on the Fridge+ at events and on mini-smart gyms shared with influencers.