Keystone Light beer, the top share grower in the convenience store channel(1), is launching a new national advertising campaign fueled by the tagline “Always Smooth” — and introducing the world to Keith Stone.
Two 30-second TV spots debut nationally today with Keith Stone, an easy going and confident personality who embodies the brand’s “Always Smooth” mantra.
In “Rescue,” Keith Stone smoothes over a precarious situation after noticing an elderly woman in distress. Carrying his classic 30-pack (known as a 30-stone) of Keystone Light, he is asked by the woman to rescue her “Kiki” who has gotten herself stuck in a tree. Grabbing a ladder, Keith Stone safely brings down Kiki, who turns out to be the woman’s granddaughter, prompting the acknowledgement from both women about how smooth he is.
In “Bride,” Keith Stone encounters a tearful bride using a convenience store payphone. Wielding a giant meat snack, Keith Stone intercepts the bride’s call in a very smooth way and assures her everything will be ok. This prompts the bride to smile and acknowledge how smooth Keith Stone is.
“Keystone Light is a hot brand for beer drinkers looking for value in today’s economy,” said Elina Maniec, Keystone Brand Manager. “In 2009, Keystone Light had strong double-digit growth in the Below Premium category and by bringing ‘Always Smooth’ to life with an irreverently good-humored character like Keith Stone, we’ll increase our presence and relevance with those legal-drinking-age consumers who like to kick back with a smooth beer and good buddies.”
Both TV spots, created by Saatchi & Saatchi Worldwide, New York, will begin airing during male-oriented programming on networks such as Comedy Central and FX. The TV advertisements will be supported with national radio, digital and out-of-home ads and supplemented with content on the brand’s Facebook page (www.Facebook.com/KeystoneLight) and popular video website, “Funny or Die.”
As the official beer of the NASCAR Camping World Truck Series, Keystone Light will also air TV commercials during each locally supported NASCAR race on Speed Channel and leverage that network’s Hot Rod TV program to showcase a Keith Stone customized ad and a custom-built Keystone Light Camaro.
Built on a foundation of great beer brands and more than 288 years of brewing heritage, MillerCoors continues the commitment of its founders to brew the highest quality beers. MillerCoors is the second largest beer company in America, capturing nearly 30 percent of U.S. beer sales. Led by two of the best-selling beers in the industry, MillerCoors has a broad portfolio of highly complementary brands across every major industry segment. Miller Lite is the great tasting beer that established the American light beer category in 1975, and Coors Light is the brand that introduced consumers to refreshment as cold as the Rockies. MGD 64 completes the company’s premium light beer portfolio, offering consumers fresh, crisp taste at just 64 calories. MillerCoors brews full-calorie beers Coors Banquet and Miller Genuine Draft; and economy brands Miller High Life and Keystone Light. The company also imports Peroni, Grolsch, Pilsner Urquell and Molson Canadian and offers innovative products such as Miller Chill and Sparks. MillerCoors features craft brews from the Jacob Leinenkugel Company, Blue Moon Brewing Company and the Blitz-Weinhard Brewing Company. MillerCoors operates eight major breweries in the U.S., as well as the Leinenkugel’s craft brewery in Chippewa Falls, Wis., and two microbreweries, the Leinenkugel’s 10th Street Brewery in Milwaukee and the Blue Moon Brewing Company at Coors Field in Denver. MillerCoors vision is to become the best beer company in America by driving profitable industry growth. MillerCoors insists on building its brands the right way through brewing quality, responsible marketing and environmental and community impact. MillerCoors is a joint venture of SABMiller plc and Molson Coors Brewing Company.