Natty Light Tone of Voice Rebrand

In January 2021 I was tasked with rebranding Natty Light’s social tone in order to make it more contemporary, inclusive, and ‘online’. Part of the motivation was to dissociate the brand from its frat star past, but also to grow its share of Gen Z consumers, who sniff out the ‘B’ in ‘Branded Content’ much quicker than previous generations

I selected celebrity muses, made a deck, and mocked up some examples in our new ‘from-the-hip’ style tone that spoke eye-level to the youths (of legal drinking age, technically).

In five months of undercase text, intentional typos, and memes, we grew our Gen Z audience 20%, the highest in the Anheuser Busch portfolio.