Keystone Light is toasting the rural life in a new ad campaign seeking to drive consideration among a key audience that is vital to the economy segment.
In the new digital ads, called “Ode to the Smooth Life,” Keystone Light plays the hero while smoothing out some of the wrinkles of rurality, like when the fish aren’t biting and the cooler’s empty. A catchy ditty and the crack of a Keystone Light brings a smile to the faces of the ads’ main characters, named Jeff and Kathy.
“Often life feels harder than it needs to, which makes things more complicated. For our rural drinker, simple things matter, and a smooth beer like Keystone Light can make life feel just a little bit easier,” says Sarah Walsh, marketing manager for Keystone Light.
The brand also sought to make sure the ads were as authentic as possible, down to the right brand of fishing rod and tackle box.
The fresh spots mark a strategic shift for Keystone Light, which is putting its focus squarely on rural drinkers age 35 and up, a demographic that is already growing with Keystone Light. Previously, the brand worked to recruit drinkers age 21 and up, as well as the rural set.
“Rural drinkers are incredibly important in the economy space,” Walsh says. “They’re brand loyal and they over-index in beer, and we know we are well positioned since 60% of Keystone Light’s volume already comes from the rural market.”
The ads are Keystone Light’s latest effort to court the millions of drinkers who don’t live in cities. Most notably, the brand now sponsors NASCAR driver Brad Keselowski’s No. 2 car – aka the Blue Deuce. It also recently launched a retail promotion called ‘Stonecation Sweeps, where it’s giving away $10,000 to five winners to help “smooth over” their financial burdens and let them live out their ideal summer vacation.
“Keystone Light has been the beer of choice for countless folks over the years, and we’re excited to connect with those loyal drinkers though relatable ads like these, sponsoring the Blue Deuce and more,” Walsh says.