DRILLING BEERS
DRILLING BEERS
SOCIAL + MERCH
What began as benign joke on Natural Light social about the “Time to Drill Beers”, quickly turned into a weekly rallying cry for the weekend and Natty’s top-performing content theme across channels.
And as our mini-movement continued grow, we decided to take the drilling to the next level…
Naturally, we convinced brand leaders and the legal team to let us launch a product innovation and merch capsule collection.
It gathering 8000+ online sign-ups while simultaneously helping introduce Natty’s new vintage visual brand identity.
Spearheaded by THE TOOLER, a custom toolbox+cooler combo, The Drilling Beers Collection launched across social channels and drove fans to a custom landing page.
Creative Director: Ryan Kroog
Copywriter: Kyle Saurbier
Art Director: Travis Nagiewitz
Agency: draftLine USA
