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