Category: Best Use of Shopper Marketing in a Promotional Campaign
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)
Senior Art Director: Luke Felton (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)
Assistant Account Executive: Joan Wortmann (Leo Burnett)
Senior Strategist: Deepa Sethu (Arc Worldwide)
Package Design: Trinity (Trinity)
Media placement: Point Of Sale Kit: Standee/Solutions Rack Pole Topper/3D Bag Toss Dangler/Singles Rack With Cross... - Placed Nationally In Liquor, Convenience And Grocery Stores - 1 May 2011
Media placement: Continued From Above: Merch Clips/Cooler Door Decal/Display Case Card - -
Media placement: Online Video - Keystone Light's Website And Facebook Page - 1 May 2011
Media placement: Radio Spot - Local Markets - 1 May 2011
Describe the objective of the promotion.
Faced with a price conscious beer drinker in a recession mindset, Keystone Light was losing share to lower-priced Natural Light. We needed to stop sales from declining and steal back share from Natural light by proving that Keystone was still a great value beer. We wanted to do all this while building on the brand’s 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.
What do you do when you only have a package of beer and tons of ingenuity to work with? You turn the pack into a popular game with beer drinking guys and call it 'Canhole'. We gave our drinkers a perforated hole on top of their Keystone Light pack so they could punch it out, use a few crushed beer cans or snack packs as bags to toss in, and voila! They had a game for hours of impromptu fun. We introduced limited edition Canhole packs in-store, created buzz over the radio and billboards and launched a virtual version online.
Explain why the method of promotion was most relevant to the product or service.
Our drinker doesn’t have a ton of money; he’s learned to be resourceful with things he has on hand to have fun. For him, summer fun is about hanging with his bros and having impromptu, memorable moments that are the outcome of ingenuity and inventiveness.
We knew that when’s he buying beer at convenience stores, he’s a grab-n-go type of shopper. Our strategy was to interrupt him in his critical moment of purchase by showing him how Keystone Light was an inexpensive pack of beer that guaranteed spontaneous, inexpensive and endless entertainment that he wouldn’t want to miss.
Describe the success of the promotion with both client and consumer including some quantifiable results.
We turned around our decline and beat competition. Keystone Light’s market share increased 0.5 percentage points in convenience stores in 2011 while Natural Light’s dropped by 0.7 points. Word quickly spread online and people told their friends about the real and virtual Canhole games so they could now drink beer and compete against each other. Consumers averaged 10 minutes playing Canhole online (a good benchmark for branded digital games is one minute). We literally demonstrated value in a box - it was clear that picking up Keystone Light meant picking up inexpensive, impromptu fun.