Natural Light Intern Presentation

Natural Light Intern Presentation 07.28.14

THE ASK

Deliver a retail-led campaign for Natural Light that elevates the brand beyond price and increases awareness among a new target, Aspirers.

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CURRENT PERCEPTION

Currently, Natural Light is perceived as a cheap college beer consumed in large quantities by frat guys.

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MEET THE ASPIRER • Status-driven consumers (skewed towards male) • Trade-up for high-end liquor/beer on the weekends but shop on deal for social occasions • Have a strong desire to fit in and feel accepted • Feel at ease around close friends but often feel out of place at large parties

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NATURAL LIGHT CHALLENGE

THE CHALLENGE: • How do you reposition a brand to drive relevancy beyond price, when the key motivator to purchase is low price?

• How do you create value for status-driven consumers who only see Natural Light as a cheap, college beer?

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THE STRATEGY

CREATIVE CONCEPT STRATEGY: To engage Aspirers by promoting Natural Light as a mark of inclusivity expressed through candid humor.

WHY IT WILL WORK: According to qualitative research, Aspirers are status driven consumers. Natural Light can leverage this insight by using humor as a way to create belonging for Aspirers.

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NEW PERCEPTION

In addition to being a quality beer at a great price, Natural Light is an accessible drink for all house party goers. It is a mark of inclusivity that helps spread good vibes. Where there’s Natural Light, there’s no guest list.

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THE SOLUTION

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NATURAL LAW

Natural Law allows good vibes and killer times to always prevail.

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DESIGN ELEMENTS

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STAMP

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TAGLINE

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CAN

NEW CAN

CURRENT CAN

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360 PLAN

THE IDEA

NATURAL LAW

RETAIL: OFF-PREMISE OOH

PACKAGING

SOCIAL

DIGITAL

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POCM – PRODUCT FOCUSED

POCM – PRODUCT FOCUSED Features Natural Laws accompanied by lifestyle photography that speaks to the house party occasion.

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POCM – PERSONALITY FOCUSED POCM – PERSONALITY FOCUSED Features Natural Laws accompanied by lifestyle photography that speaks to the house party occasion.

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RETAIL: OFF-PREMISE GROCERY STORE DISPLAY

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RETAIL: OFF-PREMISE COOLER DOOR STICKER

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RETAIL: OFF-PREMISE C-STORE BIN DISPLAY

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OUT OF HOME

BILLBOARD • Billboards will appear in high traffic areas in key markets.

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PACKAGING : PROMO CODES

HOW IT WORKS: • New packaging offers consumers the opportunity to purchase a 30-pack with a Natural Law promo code inside.

• Winners will receive special edition prizes.

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PACKAGING: DISPLAY CONTEST

HOW IT WORKS: •

The back of the packaging features different Natural Law Stamps and urges consumers to collect the different cases.

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The contest call out asks consumers to create a display out of the collected stamps and share the photo on Facebook.

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FACEBOOK : DISPLAY CONTEST

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FACEBOOK

HOW IT WORKS: • Creates a conversation with fans around the new Natural Law content.

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Posts will included a variety of lifestyle and fan photos.

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Used to promote all contests and special events.

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FACEBOOK LIFESTYLE POSTS

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FACEBOOK FAN PHOTOS

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FACEBOOK : FAN LAWS

HOW IT WORKS: • Utilizes Facebook to urge consumer to engage more with the brand by submitting their own Natural Laws.

• Fan Laws will be announced via Facebook and featured in the Natural Law stamp.

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VIDEO SERIES

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VIDEO SERIES: PROMOTION

HOW IT WORKS: One new video release is shared a month on Facebook and featured on the website.

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WEBSITE

HOW IT WORKS: • Features Natural Law design and preamble • Home page promotes timely content

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WEBSITE: YOUR RULES PAGE

HOW IT WORKS: • Features Natural Law Case Studies detailing the origin of every Natural Law. • Integrates Facebook content to drive traffic.

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WEBSITE: MERCHANDISE

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NATURAL COURT APP

HOW IT WORKS: Extension of the Natural Law creative concept that gives users the opportunity to further engage with the brand.

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NATURAL COURT APP NATURAL LAWS PAGE HOW IT WORKS: All Natural Laws are displayed here for the user to swipe through or search for their favorite.

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NATURAL COURT APP NATURAL JURY PAGE HOW IT WORKS: • Users can submit their own party debates for others to deliberate.

• Users will ultimately resolve each debate by voting or commenting on the submission

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NATURAL COURT SOCIAL INTEGRATION

HOW IT WORKS: The most popular user submitted debates from the app will be featured on Facebook for fans to weigh in on.

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SUMMARY

THE IDEA

RETAIL: OFF-PREMISE

OOH

PACKAGING

NATURAL LAW

POCM, GROCERY STORE DISPLAY, C-STORE DISPLAY, COOLER DOOR STICKER

BILLBOARD

NEW PACKAGE, PROMO CODE, DISPLAY CONTEST

SOCIAL

FACEBOOK INTEGRATION

DIGITAL

WEBSITE AND APP

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THANK YOU

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