Creative Brief
Natural Light Seltzer
The Project
Natural Light Seltzer is part of the growing industry of seltzer flavored alcoholic beverages. The company has made a positive influence in the college demographic since the drink came out August 2019. Natural Light sees a great opportunity to increase awareness of their product within this demographic by integrating the seltzers into the sports industry, where social gatherings reign supreme
The Objective
Increase awareness of Natural Light Seltzer on Division One college campuses by 15% by August 2020
Target Audience
21-24 year old males and females who are living the college life. These students are “down for whatever” and are in constant fear of FOMO (fear of missing out).
The Natural Light Attitude
The Natural Light Seltzer attitude should be seen as an energetic, active and lively attitude. All commercials, advertisements centered around this campaign should be seen as conversational and informal
Key Messages
Natural Light Seltzer should be seen as a fun, refreshing, go to drink for any social gathering or function. The Seltzer should be seen as a key factor in transforming a bad occasion into an amazing Seltzer Situation
Punch Line
Natural Light Seltzer: Let’s turn a boring occasion into a Seltzer Situation