Turning our unexpectedly cool hometown into the most talked about destination brand in America.
Natural Light
Natural light
Natty Goes Garage
Brand Positioning & Strategy, Social Media & Content, Production
Crafting a New Kind of Natty
Time for the big man on campus to graduate.
For years, Natural Light was the big man on campus. Inexpensive and easy-drinking, it was a frat boy favorite across the country. Nothing wrong with that, but there’s only so many rush parties in this world. And the low-brow memes that were the brand’s hallmark on social media just weren’t hitting like they used to. If Natty wanted to level up, it had to grow up. So how could we help this beloved class clown graduate to the next chapter without losing its laid-back appeal?
Uncovering a new insight hiding in plain sight.
Despite Natty’s reputation as a beer for twentysomethings, we uncovered an overlooked truth: the brand’s true ride-or-die fans were actually middle aged. And there were a lot of them. It was easy to miss these loyalists because they weren’t crushing cans on their heads at the Sigmi Chi house. They were at their own homes. Taking care of their lawns. Cleaning out their gutters. And just generally doing for themselves what most Americans have become unwilling or unable to do. Their favorite place to crack a Natty after a job well done? It wasn’t a rowdy college bar. It was the garage.
Natty Shift Change
Taking Natty from beloved class clown to working-class hero.
We helped Natural Light pivot their social media presence away from the collegiate crowd with crafty content aimed squarely at our DIYer demographic. We kept the humor, just made it less “Let’s drill some beers, bro,” and more “Check out this drill, bro.”
Special moments like social sweepstakes hammered home the new vibe with rewards that hardcore garage tinkerers couldn’t wait to get their hands on. We even partnered with America’s most respected do-it-yourselfer Richard Karn, aka Al Borland from TV’s Home Improvement, on a “Garage Improvement” giveaway with a $10,000 grand prize to make one lucky winner’s workshop renovation dreams come true. It was some of the best-performing content across all Anheuser-Busch brands for that month, a first for Natural Light.
Special moments like social sweepstakes hammered home the new vibe with rewards that hardcore garage tinkerers couldn’t wait to get their hands on. We even partnered with America’s most respected do-it-yourselfer Richard Karn, aka Al Borland from TV’s Home Improvement, on a “Garage Improvement” giveaway with a $10,000 grand prize to make one lucky winner’s workshop renovation dreams come true. It was some of the best-performing content across all Anheuser-Busch brands for that month, a first for Natural Light.
Garage Improvement
