In the Spring of 2021, Michelob ULTRA Pure Gold had big news to share: their beer was now brewed using 100% solar energy. We tapped the king of collaborations - Maluma - to write/produce a single with the Sun to celebrate this partnership.

Using audio recorded from the surface of the Sun by NASA as the base for our beat, Papi Juancho made a summer jam to champion Michelob ULTRA’s commitment to sustainability and give people a track to help celebrate the coming of Summer after a long COVID winter. 

To fully punctuate our commitment to the environment, we dropped the track as the Sun rose on Earth Day 2021.

Our track didn’t drop, it rose with the Sun on Earth Day. Leading up to the release we teased the collaboration on both Michelob ULTRA and Maluma’s social channels. We kept the collab a mystery by not revealing the Sun as his latest partner. Since he has featured the likes of JLO, Madonna, Ricky Martin, Shakira, Marc Anthony, and more - Maluma’s fanbase weren’t surprised to hear news of him working with the biggest star in the galaxy to celebrate sustainability.

We Utilized the sunrise to announce and launch the track on social media. Both in counting down until fans could hear the song and breaking down just how the Sun is utilized in the track. All posts led to every streaming platform to allow fans to add the track to their summer playlists.

The track was immediately available on every major streaming platform, including Spotify, Apple Music, Youtube Music, Pandora, iHeart, Deezer, and Soundcloud. Streams on Spotify alone are at 13,327,061 and views of the music video on Youtube are at 10 million (at the time of me updating my site).

After launching the single, we kept pushing our two messages across all social channels. The first message announced the song has dropped and encouraged fans to engage in order to win limited edition swag such as our signed vinyl. The second message was a reminder of why we made the song in the first place - Michelob ULTRA Pure Gold is brewed with 100% solar energy.

We designed limited edition golden vinyl records that lucky fans could win by interacting with our campaign.

On top of the Music Video, we made :30 and :15 second spots for broadcast. Because this was the Spring of 2021 and parts of the world were beginning to reopen, we wanted to give a nod to breaking the isolation that we collectively experienced over the past year.

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