Natty Light Rebrand

Natural Light

By Michael Keller

Client Profile Anheuser- Busch is the parent company of Natural Light.

Headquarters in St. Louis, MO, and was founded in 1852.

Employs 300,000 workers with 12 U.S. breweries.

Target audience is white males aged under 24, and over 45 years of age.

Customers tend to make under $40k annually, have no kids, and no college degree.

Part of the beer and alcohol industry that provides predominantly canned beer, kegs, and some merchandise such as T-shirts.

Creative Brief Project: Re- branding Natural Light.

Background: Natural Light is stereotyped as a “cheap” and “watered down” beer that only college kids drink.

USP: Natural Light is going to be rebranded to fit other molds. In particularly branded as a beer to kick back and relax to.

Objective: Break Natural Light’s image as a “cheap” beer and advertise it as one you would have over dinner or while relaxing on the beach.

New Target Audience: Males regardless of race, ages 27+, who have families.

Describing words: Patriotic, smooth, affordable.

Tagline: “Live Naturally”.

Call to Action: Take a step back and enjoy a cold Natty Light.

SWOT Analysis Strengths: Affordable, low carb and low calorie.

Weakness: Has an unfavorable reputation.

Opportunities: Summer campaign that features holiday sales for 4th of July and Memorial Day weekends.

Threats: Competitors within the beer industry such as Bud Light, Budweiser, Coronas. Also competing with other types of beverages such as liquor, wine coolers, and spiked seltzers.

Expanded Target Market Cody is 47 years old and firing up the grill for his family while on vacation at the lake. He is a middle class used car salesman from St. Augustine, FL., who makes a comfortable $70k per year. He received a bachelors degree from the University of North Florida, is married, and enjoys reading in his free time. He is the kind of person we would like to make a permanent customer of Natural Light.

Mood Board

Ice: Cold and slippery.

Natural Light can: Smooth and round.

Glass with condensation: Cool and wet

Mood Board

Beach sand: Soft and silky.

Sunset: Warm and relaxing.

Competitor Analysis 1) Bud Light: Shipped 33.1 million barrels in 2017 (Anheuser- Busch InBev).

2) Coors Light: Shipped 16.5 million barrels in 2017 (Molson Coors Brewing Company).

3) Budweiser: Shipped 13.3 million barrels in 2017. (Anheuser- Busch InBev).

9) Natural Light: Shipped 6.5 million barrels in 2017. (Anheuser- Busch InBev).

Natural Light is currently the 9th most popular beer in the United States and looks to move up the rans after their rebranded image.

Style Guide Font Font style: Copperplate.

Font size: Headings are 30 pt.

Body text is 14 pt.

Color pallet TealCyan: 84% Magenta: 0% Yellow: 51% Black: 0% YellowGreenType The copperplate font only uses capital letters, but the ones that begin a sentence are larger.

Example:

Aa, Bb, Cc, Dd... Nn

Old Model

Logo Design This is the black and white logo for the rebranded Natural Light.

It is simplistic and meant to give off a relaxed feeling.

Natural Light This is the full logo for the rebranded Natural Light. It keeps the same font and color scheme as the logo and maintains the same simplistic, relaxing tone.

Print Ad Since the rebranded Natural Light campaign focuses on relaxing and not partying, the ad as given a beach vibe.

We believe ths will fit well with the target audience we are pursuing and also correlates with the summer season quickly approaching.

Here is a mock up of our print ad:

Print Ad

Media/ Merchandise We wanted to create merchandise that our customers can wear and use while doing their favorite sumer activities.

Media/ Merchandise