Natural Light -- aka Natty Light, the reduced-calorie, economy beer favored by college-age sports lovers -- is launching a fruit-flavored variety in time for spring break.
Naturdays, a light lager brewed with strawberry lemonade flavor, comes in cans decorated with pink flamingos.
The launch campaign, from M&C Saatchi Sport & Entertainment, positions the new Anheuser-Busch InBev offering as “all-day refreshment” meant for “epic days with friends” that result in stories that they share for years to come.
The campaign is anchored by a 5-minute-plus cartoon-style video featuring Pat McAfee, the retired NFL punter whose podcast spotlights his story-telling talents. The video (below) is devoted to McAfee relating a “Naturday story”: the remarkable events he experienced as an NFL rookie during a single day of golfing and gambling with fellow players.
A 30-second trailer for the video is being promoted on Natty Light’s social media channels.
The brand is also encouraging fans to relate their own Naturday stories on social, using #Naturdays -- some of which will be turned into cartoons also shared on the social channels.
In addition, Naturdays’ packaging design will be the paint scheme for JTG Daugherty Racing’s No. 37 car at NASCAR’s Las Vegas 400 on March 3.