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?)
We knew getting Joe Buck would be a huge bonus, but it took writing scripts that played into their on-air personas to seal the deal.
A few choice results: a 2026 Telly award and 51% ad recall from our target demo. (Our competitors Garage beer and Flight average 25%.)
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.
