3. Create a fully integrated 360 plan that…
• Attacks the college market
• Drives awareness
• Positions Natural Light as an irreverent maverick
• Increases penetration and pushes demand
• Creates sampling opportunities
THE ASK 3
4. Every Natty Has A Story, and we’re keeping the
stories going. But this year, they won’t be just any
stories. This year, they’ll be unforgettable.
We’re proposing more reasons for consumers to take
control and turn their expectations into reality.
OVERVIEW 4
5. The reality that college is quickly coming to an end is
finally sinking in for Parker.
With adulthood right around the corner, he and his
friends are determined to experience college in its fullest.
PARKER’S STORY 6
6. So we’re meeting Parker where he’s at and filling his
schedule with FOMO-worthy experiences he’ll
actually break out his planner for.
The status quo is irrelevant, and the world is the
maverick’s playground because…
PARKER’S STORY 7
8. The Year of the Natty is an ideology rooted in the
“Anything Goes” mindset.
• Look for irony in everyday life
• Desire to experience
• Embrace irreverence
• Discover what life has to offer
It’s a reason for Parker to keep making stories with
Natty.
CREATIVE CONCEPT 9
9. The Year of Natty is a continuation of the “Drink
Natty. Make Stories.” creative concept from 2016. It
further encourages consumers to create stories with
Natty, but with a new “Anything Goes” mindset. Our
campaign message will evolve with the seasons,
giving Parker a reason to make stories all year long.
CONCEPT RATIONALE 10
26. 27 ICONIC SOCIAL MEDIA
Facebook
• House and share UGC
• Promote premiums
• Engage with consumers
Twitter
• Engage with followers
• Share Iconic & Lifestyle
imagery
Instagram
• Present FOMO-worthy
moments
• Visually present the
Natty lifestyle
• Promote premiums
Snapchat
• Make Parker part of
Natty’s story
• Make Natty part of
Parker’s daily stories
34. T1: PREMIUMS
Knitted Hand Coolie: This winter
Parker’s keeping his hand warm
and his Natty cold.
Brockabrella: Parker needs some
headwear to shield him from rain,
shine or shade thrown by his
haters.
35
59. Natty Cords: Natty’s here to help
Parker make mom proud of her
overachiever on graduation day.
Red Solo Cup Coolie: This is about
as Parker as it gets.
T2: PREMIUMS 60
79. Fall. The perfect season for cozy sweaters and pumpkin picking.
*Yawn* It’s time for a festival so big that Parker has to give it two
thumbs up.
NATTY FALLFEST 80
