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Keystone Light
Canhole

RAN IN: United States

CLIENT
MillerCoors

Elina Vives - Brand Manager, Keystone Light
Briton Groppa - Assoc. Brand Manager, Keystone Light
Ellen Hildebrand - Assoc. Channel Brand Manager, Keystone Light

AGENCY
Leo Burnett/Arc Worldwide *Lead Agency

Matt Denten - SVP, Creative Director
Katie Feldman - Acct. Executive
Luke Felton - Sr. Art Director
Ryan Maconochie - Creative Director
Deepa Sethu - Sr. Strategist
Dana Stotts - Acct. Director
Dave Tester - Assoc. Creative Director


Trinity Brand Group


Razorfish


Saatchi & Saatchi


SUMMARY

To the layman, it looks like a hole in a box. But to the Keystone Light drinker, its CANHOLE, a completely self-contained cornhole game that utilizes the packaging and crushed cans to deliver hours of fun. This simple innovation took on a life of its own with an online game and partnership with the #1 national snack company in convenience stores, Jack Links Beef Jerky. The CANHOLE program increased share and distribution on key pack sizes, while improving overall brand engagement with consumers.

CASE STUDY

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CASE VIDEO


Hero Medium: Packaging

Medium Featured On Video: Radio, Interactive, OOH, Retail Experience, Packaging, Consumer Involvement

Audience: New Audience, Men, Brand Influencers, Young Men (20-35)

Objectives: Increase sales, volume

Type: Business to Consumer

Classification: National

Language: English