Natty Light - Creative Direction
How we increased sales for a value brand in an extremely competitive environment.
It’s no secret that Natty Light is a beer best-known for being a favorite at places like ... "educational hubs" AKA: campuses. As the Senior Creative Director on this brand, it was our job to stand out with price, plus the help of irreverent fun retail tools that moved cases in those target markets.
My favorite pieces in the gallery are the Natty Kong and Loch Natty Monster. Created from packaging, these popular items that my team concepted, pitched and created encouraged retailers to build mass displays surround by cases of Natty. That’s so important, because it’s a fact that if you get your beer on the floor, that beer will sell.
One “white paper” item you’ll see is a TV ad concept. We were afforded the opportunity to pitch one-slide fun TV spot ideas to go against Miller Lite’s Taste Test campaign. The whole agency pitched in with fun scripts and had a blast. The one you’ll see was my favorite from the stack I wrote. You’ll also see a couple of billboards that went up in key markets calling out Miller Lite for having one more calorie than Natty and spelling “lite” wrong.
My Specific Contributions:
Led the creative team, brainstorms, and presented creative to clients and partners
Wrote copy for the pieces and, of course, the decks
Worked closely with multiple agencies and our strategy team to bring programs to life
Project Gallery
