Keystone Light reels in success with fishing-themed campaigns

Keystone Light ended 2023 growing both volume and dollar share of the industry, which helped it land on Morning Consult’s list of the fastest-growing brands. 

How’s Keystone Light going to keep the momentum going for the year? By going fishing, of course.

With fishing-themed cans, a contest to win a Caymas boat and a partnership with Fishwife Tinned Seafood Co., Keystone Light continues to find ways to meaningfully engage with its core audience. 

A big catch

Keystone Light’s fishing activations started with newly designed fishing-inspired cans earlier this month. Matt Lafferty, marketing manager for Keystone Light, knows that while much of the country is still dealing with cold weather, fishing fans are already thinking of warmer days.

“Fishing is very much on people's minds around this time of year,” he says. “It’s time for 2024 fishing license renewal, after all.”

The can’s design reflects that eagerness.

“We’re going after the feeling of putting on your vest and getting out all your gear,” says Lafferty. “The anticipation of fishing is what we’re celebrating.”

But that’s just the beginning. The brand is also offering legal-age consumers the chance to win a Caymas CX 18 S fishing boat with a Mercury 115 ProXS motor and a single-axle channel frame boat trailer. Entrants could also win Realtree® backpack coolers, cup holders, fishing hats and shirts.

“It's a huge prize that we hope will resonate with our fans,” says Lafferty.

An easier catch

For those who would rather have someone do the catching, Keystone Light has that covered, too, with the “Smooth Snackle Pack.” The $30 limited-edition tackle box comes packed with three cans of canned smoked rainbow trout from Fishwife Tinned Seafood Co., the trendy canned fish maker.  

“Canned fish is having a moment in the press and on plates,” says Lafferty. “Fishwife stands out as a leader in their category. And the smokey and savory rainbow trout pairs perfectly with a crisp, refreshing Keystone Light.

The box also contains insulated space to keep beer cold and a $25 Uber Eats card for consumers to get Keystone Light delivered to their houses.

Preparing for 'The Hunt'

Fishing is just the beginning for Keystone Light in 2024, as the brand has loads of other deals and media plans in the works. That includes continued partnerships with Realtree, Penske, the country music artist Drake White and more. Later this year, the brand will also bring back its iconic campaign, “The Hunt,” which it reintroduced last year.

“It’s going to be a full year of celebrating over shared passions with our fans and we can’t wait to see our team and our distributors use these platforms to execute against Keystone Light,” says Lafferty.