Keystone Light needed a new way to reach a new audience

For years Keystone Light was targeting the legal-aged college drinker. But we learned something interesting — with nearly no targeting, older, rural audiences were buying the product in huge numbers. So we switched tack. With a new strategy developed by our own team, we developed TV, OOH and Radio to encourage rural drinkers to keep it Smooth by showing how Keystone Light smoothes out the not-so-rough in their lives.