Eight Elite Light Beer had been treading water for a few years when they came to us in early 2025, looking to break through in the only-ever-getting-more-crowded light beer market.
Our strategy? Focus on two unique points of difference: additive-free clean ingredients and surprisingly great taste.
I was surprised to learn this wasn’t just another celebrity endorsement. Troy, never one to say ‘no’ to a workout or a cold one, actually founded the company because he was disappointed in the light beers out there. (Aren’t we all?)
Knowing that the spots would air during NBA and NFL games throughout Texas, we knew we wanted Troy to play a big part in the commercials. We knew getting Joe Buck would be a huge bonus, but it took writing scripts that played on their on-air personas.
Creative Directors: Me + Cody Russell
Copywriter: Jason Niebaum
Art Director: Dan Dougherty
Strategy: Jim “Wegs” Wegerbauer
Production: Catalyst Content
ECDs: Kent Johnson & Chris Sekin
POP Retail Programs
We created a full suite of on-premise (bar) and off-premise (grocery) retail pop to drive home our Lose the Additives, Keep the Taste campaign and an accompanying pitch presentation for distributors — a must-win moment for any challenger brand in the cutthroat light beer market.
