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?

We’ve 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.”