Coining new words and phrases as a branding strategy seems to be rising in popularity among today’s advertising campaigns. Natural Light, who primarily focuses on a target audience of drinkers aged 21 – 35, has created an entire advertising campaign focused on coined words and humor to give their brand a fresh new edge. During recent times, beer drinkers have been shifting towards cheaper beers. In accordance with this shift, Natural Light Beer, a division of Anheuser-Busch, has revealed its first television advertising campaign in 25 years! Natural Light’s television commercials show a series of what they like to call “Nattyisms.” In the ads, the word in shown broken down into syllables, as it would appear in the dictionary. Along with hilarious graphic imagery, an announcer voice defines the Natural Light word and then uses the word in a sentence. All of the created words are a play off of already existing words that have been given a “Natural Light” spin.
Take a look at some of their clever word creations…
Nat-io fur-ni-ture: the use of a cooler of Natty Light as a chair or table.
Sentence: Since Cal decided to sit on the Natiofurniture he made several new friends, and an acquaintance.
Nat-ur-day: The most awesomest day of one’s week.
Sentence: With his stocked mini fridge and super sweet female friend, Pedro was looking at a real Naturday.
Na-tas-tro-phe: the unfortunate loss or destruction of one’s Natty Light.
Once bill took his eyes of the prize and put them on Natalie, the party turned into a complete natastrophe.
Nat-a-pult: the act of launching a Natty Light for the purpose of eliminating time spent walking
Tom, natapult me a cold one so these vultures don’t take my seat.
To check out these commercials, visit the official Natural Light website.
I have to admit, falling into the age range of their target audience, these ads definitely caught my attention and gave me a laugh! Has Natural Light’s advertising approach caught your attention?
Contributed by: Carrie Friedrich