Independent creative agency Johnson & Sekin is proud to unveil the latest campaign for EIGHT Elite Light Beer. Along with outdoor, digital and radio, the multimedia blitz includes TV spots starring EIGHT Elite Light Beer founder and Hall of Fame quarterback Troy Aikman alongside legendary broadcast partner Joe Buck in a lighthearted series that brings the brand’s clean ingredient philosophy to life.
Made with just water, malt, and hops—and free from additives, sweeteners, and preservatives, EIGHT stands apart in the light beer category. With only 90 calories, 2.6 grams of carbohydrates, and 4.0% ABV, the product delivers a crisp, refreshing flavor without compromise.
The campaign comes in partnership with the launch of a new slim can, offering convenient and aesthetic packaging just in time for summer. The work marks the latest evolution of EIGHT’s purposeful, benefit-driven positioning – “Lose the Additives, Keep the Taste”- and aims to increase awareness among today’s health-conscious consumers.
Shot on location at Lucky Dog Saloon, a popular Dallas bar, to provide a relaxed and authentic feel, the TV spots highlight the authentic friendship between Aikman and Buck, capturing their banter that fans have grown to know and love during their Monday night commentary.
Three engaging spots feature the pair’s lighthearted conversations to provide a realness that underscores the brand’s transparency and straightforwardness.
“Working closely with the team at EIGHT, we were able to capture genuine moments with Troy and Joe that convey the brand’s personality and simple ingredients with smart, memorable creative,” said Kent Johnson, Co-Founder of Johnson & Sekin and Co-Director of the TV spots.
The first of three entertaining spots aired regionally June 5th, with the other two spots set to go live in August to kick off the start of the new football season. Each spot emphasizes how the authenticity of Aikman’s personality and values translates into his light beer.
We were extremely proud to partner with Troy, David Reny, Charlotte Hatterick (Robertson) and the rest of the EIGHT Brewing Co. crew to bring our “Lose the Additives, Keep the Taste” campaign to life.
Most people don’t realize that most big light beers are brewed with additives like corn, rice and sweeteners. Troy founded EIGHT to be different, and we were excited to create a campaign that truly sets this unique light beer apart in a crowded space.
We’ll be extending this campaign with more broadcast TV, radio, billboards, on-premise, digital and social ads throughout 2025.
