Inside Mich Ultra’s “Boldest, Most Ambitious” Super Bowl Plan Yet

Dear Client: We've already brought you the high-level scoop on Anheuser-Busch's Super Bowl plans [see BBD 01-11-2023]. And after last week's SAMCOM meeting coverage, readers also know the sky-high hopes that A-B brass has for Mich Ultra, which the company thinks can get to 10 share by 2025 [see BBD 01-27-2023] -- particularly by closing gaps in under-indexing markets.  And now we know more about the blockbuster brand's two in-game Super Bowl spots. They feature: The company is calling the