Keystone (beer Brand) - Marketing

Marketing

• The current advertising slogan for Keystone is "Always Smooth, Even When You're Not." The official slogan was formerly "All Stones Must Be Thrown," and it was marketed as "bottled beer taste in a can" (due, according to Coors, to their use of specially lined cans). Another slogan used for Keystone Light called it the "Never Bitter Beer," with commercials touting it as a remedy for "Bitter Beer Face."
• A promotion campaign for Keystone that ran in late 2008 involved the "Legend of the Keystolope," and depicted as a keystone can with deer horns.
• The back of the 30-pack box had the following text:

The Keystolope is thought to have originated when a hunting party left behind a single can of Keystone Light somewhere in the Colorado wilderness. The lost can made a new life for itself among the woodland creatures. Much sought after but seldom seen, the Keystolope can be identified by its impressive rack, and would be a prized addition to any trophy room.

• The commercial theme in the early 90s was "Wouldn't it be great if..." followed by beer-drinker fantasies, concluding with "and they served beer, really great beer like Keystone and Keystone Lite -- bottled beer taste in a can."

• In promotion of Keystone Light, Coors Brewing Company has created a fictitious character named Keith Stone. Keith Stone has become a popular pop-culture character that appeals to the "average Joe". Keith Stone has appeared in numerous television spots promoting Keystone Light, wherein he dials a phone with beef jerky. The advertisements involving Keith Stone have inspired many customers to make spoof advertisements for distribution on the Internet.
• In 2011, Coors Brewing Company, in promotion of its product Keystone Light, re-engineered its 30-pack cases to allow its purchasers to play a modified game of Cornhole, a popular Lawn game. The brewer rebranded its boxes to promote the game of "Canhole".