Making the 'Smooth' beer the summer essential for 'Hardworking Go-Getters,' by transforming an interchangeable economy brand into a 'centerpiece' summer ritual to drive category share and larger retail baskets.
CHALLENGE
In the 'sea of sameness' of the Economy Light Beer category, Keystone Light was suffering from high interchangeability. For our hardworking shopper, beer buying was a habitual, low-interest task. We risked being overlooked during the high-urgency summer months, losing out on both shelf share and basket attachment.
In the 'sea of sameness' of the Economy Light Beer category, Keystone Light was suffering from high interchangeability. For our hardworking shopper, beer buying was a habitual, low-interest task. We risked being overlooked during the high-urgency summer months, losing out on both shelf share and basket attachment.
ACTION
We designed 'Beer-BQ', a 4-week retailer-led ecosystem that embedded Keystone Light into the most repeatable summer ritual: backyard grilling.
Walmart (Stock-up): Utilized cross-merchandising with BBQ essentials and Walmart Connect ads to increase total basket value.
Circle K (Impulse): Deployed heat-triggered messaging and "icebox door" decals to capture the on-the-go shopper during peak temperature spikes.
Cultural Anchor: Aligned national creative with local retail execution to ensure the brand was seen as a 'reward' for a hard day's work.
We designed 'Beer-BQ', a 4-week retailer-led ecosystem that embedded Keystone Light into the most repeatable summer ritual: backyard grilling.
Walmart (Stock-up): Utilized cross-merchandising with BBQ essentials and Walmart Connect ads to increase total basket value.
Circle K (Impulse): Deployed heat-triggered messaging and "icebox door" decals to capture the on-the-go shopper during peak temperature spikes.
Cultural Anchor: Aligned national creative with local retail execution to ensure the brand was seen as a 'reward' for a hard day's work.
RESULT
Manufacturer: Anchored the brand in high-intent cultural moments, successfully recruiting new-to-brand buyers.
Retailers: Drove incremental trips and larger baskets through beer-led cross-category sales (Meats/Snacks).
Shoppers: Simplified the decision-making process by providing a clear, ritual-based reason to buy.
Retailers: Drove incremental trips and larger baskets through beer-led cross-category sales (Meats/Snacks).
Shoppers: Simplified the decision-making process by providing a clear, ritual-based reason to buy.
