
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.
advertisement
advertisement
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.