September 15, 2005
Natty Up: Nat Yu Fadda's Budweiser
Anheuser-Busch plans to test market a new caffeinated version of Budweiser Natural Light beer, named Natty Up in Florida, North Carolina, Texas and Missouri.
Natty Up is targeted to the younger, college crowd who plunk down their dollars for brew, Red Bull and other energy drinks; which, of course, explains the name.
If you're not still in college, you may not know that Natty is clipped slang for Budweiser Natural Light. Because it is relatively cheap brew, Natty has long been considered a major food group on college campuses across the country.
The Natty Up line extension capitalizes on this college cult following, espousing an inexpensive light beer that gives you energy or keeps you "up."
But what makes this new product name even more intriguing is a verbal heritage that reaches beyond the barley. In Caribbean vernacular, Natty derives from knotty, as in kinky, jungle thick and matted. As in Bob Marley's Natty Dreadlocks, Natty is also Hip Hop slang for Cincinnati.
Fortuitously for A-B, the exact term, Natty Up, is also emerging as a cool colloquialism. Popular Reggae lyrics like "Natty up wid he gun" or "Natty up yu head" imply that it's a verbal phrase. And a pretty energetic one. Natty bad idea, Bud.
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Tracked on November 12, 2006 5:18 PM