MillerCoors wanted to make a big summer splash with a small brand—Keystone Light. Amid a sea of premium brands that dominate the summer months, Arc Worldwide/Leo Burnett faced a tough goal of increasing P-O-P orders from the previous year. Its strategy included getting the distributors on board; identifying on-brand cross-merchandising partnerships to help the field team’s sell story; providing added value for the retailers and ultimately enhance the consumer experience by increasing convenience store penetration. This would mean stealing share, volume and display opportunities from its chief competitor, Natural Light.
To reach its simple, rough and ruddy male target, pegged “the Cruiser,” research was conducted to understand the cohort. Results indicated that summer was all about get-togethers with male friends, dubbed “Bro-ments.” Beer is a key ingredient in these male-bonding occasions.
The agency created a promotion that focused on three pillars: food, sport and party, with the heaviest emphasis on party. Every time a customer purchased a pack of Keystone Light, he got a completely self-contained Cornhole game to play, renamed “Canhole.” Once the perforated hole was punched out, players could toss crushed Keystone Light cans to play the game and enjoy hours of bro-ments.
As a cross-merchandising partner, MillerCoors chose Jack Link’s Beef Jerky, a high margin convenience store item that fit the target’s lifestyle and was available in virtually all the same convenience stores as MillerCoors. In addition, a virtual Canhole game was offered online where people could play against Keystone Light front man, Keith Stone or Sasquatch, the focus of Jack Link’s summer campaign. Special codes on 24-oz. single-serve cans of the beer brand allowed players to advance through the game.
The fun drove increases in total convenience store distribution by 0.7%, while May through August sales of the 24-oz. single serve cans jumped 28.1%. Online, consumers averaged 10 minutes playing the game with more than 3,900 can codes redeemed.