Today's news: Michelob Ultra's sales are soaring even as beer sales slide, the "Ratatouille" musical earns over $1 million in ticket sales, and Google employees form a union.
She spoke with VP of marketing Ricardo Marques about the brand's positioning with active lifestyles. In 2020, Michelob Ultra tapped celebrities for livestreams and engaged with NBA fans.
But competition is heating up, and Michelob plans to compete by growing its portfolio and target audience.
The musical started as a TikTok trend and became a Broadway-scale online production featuring Tony-, Emmy- and Grammy-nominated performers like Wayne Brady, Tituss Burgess, André De Shields, and Ashley Park.
Some proceeds from the virtual performance will go to The Actors Fund, a charity that supports performers and other entertainment workers who have been hit hard by theater closures during the coronavirus pandemic.
The union is meant to promote inclusivity and ethics at Google and will be open to all 120,000 Alphabet employees in the US and Canada.
Raksha Muthukumar, a software engineer at Google, tweeted that the union came together because "it's time for tech workers to stand together & say we won't prop up a world made for the wealthy, the privileged, the white, the male, the heteronormative."
