- Anheuser-Busch InBev’s Natural Light has struck a partnership with Sperry to upcycle old boat shoes into novelty beer holders, based on a press release. Dubbed the “Brewzie,” the product is meant to maintain beer cold and upright during boating season.
- Consumers for a limited time can comment on Natural Light’s Instagram for the possibility to be one in all 165 people chosen to ship off their boat shoes to be reconfigured into the boat-friendly drinking accessory. Winners will even be offered a 30% discount from Sperry for a pair of shoes.
- The effort sees each Natural Light and Sperry bringing an extra layer of purpose to traditional novelty marketing ploys and arrives following a brand refresh from Natural Light earlier this yr that introduced recent packaging and an “Act Natural” tagline.
Natural Light and Sperry are offering consumers an eco-friendly fix to forestall their beer from tipping over while being enjoyed at sea. The Brewzie notably uses Sperry’s signature traction technology — with the bottom seemingly comprised of the underside of a shoe — to up the percentages of keeping a beer upright, versus typical neoprene beer holders. The effort could resonate with sustainably driven consumers, while offering fans of Sperry’s a memento that commemorates a well-loved pair of shoes.
“Sperry boat shoes are an iconic piece of life on the water, while Natural Light is the go-to beer up and down the coastlines,” said Krystyn Stowe, head of selling for the Natural Family of brands, in a press statement. “They call us ‘Shore Champagne’ for a reason, in spite of everything. This was our probability to bring our brands together to create something special, memorable and functional to rejoice life by the water.”
To enter the competition, consumers from July 18 to Aug. 7 must comment on Natural Light and Sperry’s collaborative Instagram post while using the hashtags #NattyBrewzie and #Sweepstakes. Winners will receive a message from brand character Captain Natty with a unique-to-them shipping label that they will use to send off their shoes. The pair of shoes will likely be returned as a single Brewzie, and only Sperry’s Authentic Original and Leeward boat shoes are eligible for the competition.
Dropping novelty products is a standard tactic within the beverage space, and has recently been utilized by other alcohol brands including Coors Light, Miller Lite and Southern Comfort. Natural Light and Sperry rooting their play in recycling could boost consumer sentiment at a time when sustainability is front of mind. The move could help Sperry stand out as the style industry has been more sharply criticized for its environmental impact, pushing more corporations to speculate in areas like upcycling.
For Natural Light, the hassle arrives following a brand refresh earlier this yr that ushered within the “Act Natural” tagline together with a nationwide introduction of a novelty-inspired can design. Parent company AB InBev reported 13.2% revenue growth in the primary quarter of 2023 and increased each sales and marketing investments throughout the period, showing resilience during a season dogged by controversy surrounding sister brand Bud Light.
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