Natty Light set to (brilliantly) celebrate commencement

As brands navigate the new normal, it doesn’t mean they can’t stop being…well, themselves. Authenticity is one of those buzz words that carries enhanced relevance, particularly during these times. And the folks at Natural Light (an Anheuser-Busch brand) are staying true in a very clever way. More on that in a moment.

First, it’s worth a quick refresher on Natty Light before delving into the latest. It’s Natty Light, first off. The brand’s fans and drinkers call it Natty, so it’s Natty. This is a brand that recognized its audience, roots and brand perception years ago…and they leaned in…like, ALL IN. They are all the things I love about consumer brand marketers. Their communications are scrappy, fun, consistent and laser-focused on a particular demographic: college kids (of legal drinking age, of course) and recent grads.

Let’s be honest. They want to hold onto folks as long as cheap, familiar beer is still appealing. So, why not just put all the eggs in that basket and ride with it? That’s exactly what they do. From Barstool Sports partnerships to debt relief promotions featuring dorm hallway bodysurfing and Sarah McLaghlin, they are unabashedly self-aware.

I love it. It’s why their latest announcement makes so much sense. Plus, it’s a terrific example of finding a way to stay engaged in these crazy times. Introducing Natty Light’s epic (virtual) Worldwide Commencement celebration:

It’s brilliant. Simple concept. Easy to understand. Tailor-made for in-home viewing and, oh what’s that, perhaps another occasion for the outgoing seniors to tilt back a few Natty Lights? In the process, except increased social conversation, mainstream media coverage (given the speakers and special guests) and a not-so-subtle reminder to celebrate a graduating senior class whose commencement is looking like nothing we ever seen. The promotion to date? A few .jpegs and social.

So, what are you doing Thursday, May 14th at 7 p.m.? That’s what I thought. Why not, right?