NATURAL LIGHT—threedom

Natural Light, or “Natty” as it’s universally known, required being very in touch with pop culture and beer drinking which, thankfully, are two of my favorite things. As the voice of Natty, I was a finalist for a Shorty Award this year for my work on the brand. My tweets helped grow our followers 22% from the beginning to the end of 2020, as well as help drive 4.9M EARNED Digital Impressions and 300M+ PR Impressions.

Although it’s a beer brand…over the course of 2019 and 2020, Natty went all-in on hard seltzer.

In the summer of 2020, we released our first Natty Seltzer variety pack with three flavors. How did we celebrate? By recognizing that three is truly the magic number. Thus, the campaign “THREEDOM” was born. Through video, social media, Snapchat filters, audio streaming, and digital media. We went ham on THREEDOM.

To keep the power of THREEDOM rolling all summer, we got involved with the NBA playoffs with #NattyFor3. We gave away variety packs for every single three-pointer made. Yes, we actually did this.

BONUS:

To promote the “Every Natty Has A Story” campaign way back in 2016, I worked on one of my favorite work projects ever: a spoof on the quintessential college party movie: Animal House.

Spoof of an infamous scene from "Animal House" that I wrote for Natural Light beer.

OK fine, here’s a little more Natty fun:

Just for fun, here’s some of those tweets that lead to me being a Finalist in the Shorty awards that I mentioned way above.

Agency: DraftLine

Copywriter: Me

Designers: Tedi Spiro, Chelsea Peterson, & Steve Reisig

Associate Creative Director: Deniz Yegen

Creative Director: Eric Flinn