Imagine spending your 21st birthday stuck at home. In your childhood bedroom. With your parents. And maybe even younger siblings.
“For most newly minted 21-year-olds, this probably isn’t how they pictured celebrating their 21st birthday,” says Eric Wolfe, associate marketing manager for Keystone Light. “Turning 21 is a milestone in the United States, and Keystone Light wants to spread a little joy and cheer to those stuck at home with their immediate family. We want to give them the birthday celebration they deserve while staying at home safely.”
The brand this week kicked off a program to help those reaching legal drinking age while under stay-home-orders celebrate with a custom-made, home-delivered birthday cake in the shape of a Keystone can. It will be accompanied, naturally, by a $200 gift card to spend on Keystone Light.
Keystone Light plans to give away dozens of cakes to eligible consumers in select metro areas who celebrate their 21st birthdays while practicing social distancing. The giveaway started April 30, and is slated to run through May 14.
To participate, consumers must send their ZIP code, age, and a summary in 150 words or less of what their perfect 21st birthday would look like — if they weren't in quarantine, of course — to firstname.lastname@example.org. Winners will be announced in late May.
The giveaway is part of an ongoing social campaign from the brand that seeks to celebrate “mini mile’Stones,” such as “became your own barber” or “took less than 100 steps.” And it comes as the brand is gathering momentum heading into the key summer selling season.
“This is all part of an effort to bring joy to people’s lives during an undeniable milestone moment for the next generation of adults in America,” Wolfe says. “Keystone Light can play a key role in recruiting legal-age drinkers to the beer category, and this program aligns perfectly with that strategy.”