WHO YOU CALLIN' LIGHT?
In an ultra-macho culture where the word LIGHT still had effeminate connotations in 2017, we puffed up our chest and squared up to our audience. WHO YOU CALLIN’ LIGHT? created a cultural paradigm shift by challenging consumers to rethink their stereotype of Light beer drinkers.
RESULTS OVER 4 MONTHS
ACHIEVED CAMPAIGN SALES VOLUME TARGETS
PAVED THE WAY FOR A NEW GENERATION OF KALIK LIGHT DRINKERS