DRILLING BEERS
PROBLEM: Natty Light needed to re-recruit its loyal blue-collar audience ahead of a return to it’s vintage brand identity.
IDEA: We turned a string of accidentally successful tweets about “Drilling Beers” into a weekly rally cry on social into a full-fledged workwear-inspired merch line
DELIVERABLES: Merch collection, social assets, meme-style rollout, landing page
NATURAL LIGHT
Spearheaded by The Tooler, a custom toolbox+cooler combo, The Drilling Beers Collection launched as a merch line across social in typical meme fashion, driving over 8000+ signups to a custom landing page.
Creative Director: Ryan Kroog
Art Director: Travis Nagiewicz
Copywriter: Kyle Saurbier