Category: Alcoholic Drinks
Advertiser: MILLERCOORS
Product/Service: KEYSTONE LIGHT
Agency: ARC WORLDWIDE
SVP/Creative Director: Matt Denten (Arc Worldwide)
Creative Director: Ryan Maconochie (Arc Worldwide)
Associate Creative Director: Dave Tester (Arc Worldwide)
Copywriter: Jake Swartz (Arc Worldwide)
Producer: Dave Rice (Arc Worldwide)
Vice President/Account Director: Chris Emery (Arc Worldwide)
Account Director: Dana Stotts (Arc Worldwide)
Account Executive: Katie Feldman (Arc Worldwide)
Account Operations: Glenna Barron (Arc Worldwide)
SVP Strategy: Elizabeth Harris (Arc Worldwide)
Senior Strategist: Deepa Sethu (Arc Worldwide)
Media placement: Point of Sale Kit: Can Cooler, Can Koozie, Standee, Case Stacker, 3D Ceiling Dangler - Placed nationally in liquor, convenience and grocery stores - 1 October 2011
Media placement: Online Video - Placed on Keystone Light's website and Facebook page - 1 October 2011
Describe the objective of the promotion.
Keystone Light had raised its price dangerously close to that of bigger budget rival beers (Miller Lite and Bud Light). Beer drinkers were beginning to question whether there was any value in choosing Keystone when they now needed to just pay a tiny bit more for a supposedly better beer. We had to change this misconception and stop sales from declining. We wanted to do this while building on Keystone’s brand equity as a resourceful, inexpensive way to have a good time. Since we didn’t have a big budget, we needed to win with our smarts and ingenuity.
Describe how the promotion developed from concept to implementation.
We sent beer-drinking men on a hunt for elusive orange cans randomly seeded in cases of Keystone Light. We turned our packaging (the box the beer came in) into a medium for our consumers to build custom mounts to proudly display their orange cans. We called the whole thing 'Can Hunt. Find It. Mount It. Show It Off'. And that’s exactly what they did. We planted 1 orange can in every 4 Keystone packs and made the challenge difficult but not impossible. Word spread and people burnt through packs of Keystone Light to hunt down the orange cans.
Explain why the method of promotion was most relevant to the product or service.
We knew that that the 21-29 year old beer-drinking guy likes to hunt during Fall. We discovered, though, that this guy is not about the typical, serious hunting occasion. He doesn’t wake up before dawn to track down his trophy buck. When he says ‘hunting’, all he means is drinks in the woods with his bros. We wanted to give these 'hunters' who really aren’t all that interested in hunting a resourceful, social way to enjoy the hunting experience without having to shoot a thing.
Describe the success of the promotion with both client and consumer including some quantifiable results.
Can Hunt was a huge success. We stemmed the decline in Keystone Light share and maintained our share of segment despite heavy discounting by the competition. We drove nearly 6,000 additional Facebook interactions for the brand, a ton of conversation, picture posting on the brand’s Facebook page, 4,000 'likes' and helped spread our content to nearly 1m (895,650) friends of our fans. Consumers populated the Keystone Light Facebook page with Can Hunt success stories and their own adaptations of the mounts. Some even tried to sell theirs on eBay!