Natural Light wanted to connect with its core audience, DIY dads, and make a big earned media splash doing it. Brand research showed that 94% of Natty drinkers in top-selling markets are hardcore DIYers, handling everything from home repairs to car maintenance themselves, but few have room for both a workshop and a place to unwind.

So for Father’s Day 2025, I created the ToolBar: a Murphy bed-style garage workbench that folds up to reveal a fully stocked man cave, complete with a dartboard and can holders.

To launch it, we brought in Home Improvement’s Richard Karn for a retro ’90s infomercial, gave away a pre-built ToolBar on social, and released free DIY plans so anyone could build their own.

The campaign earned national coverage, was named a finalist in PR Daily’s Content Marketing Awards, and blew past all of its PR goals.