Natural Light - Naturdays
Category: Data & Consumer Understanding
Overall, beer sales were declining with a large part of the decline due to millennials choosing alternatives to beer. If we didn’t recruit back to the beer category, the sales would continue to decline for the entire industry. We wanted to recruit people/millennials back to the beer category by tapping into youth culture and speaking directly to them. We went through hundreds of designs and names before landing on the end result. We strategically chose the name Naturdays,a term that was already in pop culture vernacular.