Everybody could use a break from family during the holidays. Wouldn’t it be nice if you could just head out to the garage, crack a cold beer, and disappear for a while?
Natural Light Garageflage was a limited release of tactical apparel and accessories designed to help wearers avoid detection in holiday battlezones, seamlessly blending them into garage environments for stealth Natural Light consumption and under-the-radar relaxation.
The Garageflage line included shirts, pants, and can coolies in three distinct all-over print patterns perfect for vanishing into a variety of common garage surroundings.
We launched the line with video and static assets, including an Instagram Reel from social media sensations The McFarlands that showed Garageflage in action.
When the last holiday houseguest was finally out of our hair, Garageflage ended up being one of Natural Light’s most visible earned media activations ever.
Pretty ironic when you think about it.
Garageflage earned 296 media placements, 350M weekly earned media impressions, and 20M social impressions during the year's most cluttered advertising season—making it Natural Light’s 7th highest performing campaign of all time, 3rd highest if you exclude product innovations (new products announcements). Now that’s nothing to hide from.
