SMOOTH HUNTING by Arc Chicago for Millercoors

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SMOOTH HUNTING

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Industry Beers and Ciders
Media Promo & PR
Market United States
Agency Arc Chicago
Associate Creative Director Dave Tester
Creative Director Ryan Maconochie
Art Director James Aparis
Copywriter Jake Swartz
Account Supervisor Grady Covington
Released July 2010

Credits & Description

Category: Best Use of Shopper Marketing in a Promotional Campaign
Advertiser: MILLERCOORS
Product/Service: BEER
Agency: ARC WORLDWIDE
Date of First Appearance: Oct 1 2010
Entrant Company: ARC WORLDWIDE, Chicago, USA
Chief Creative Officer: Bill Rosen (Arc Worldwide)
Senior Vice President/Creative Director: Matt Denten (Arc Worldwide)
Creative Director: Ryan Maconochie (Arc Worldwide)
Associate Creative Director: Dave Tester (Arc Worldwide)
Copywriter: Jake Swartz (Arc Worldwide)
Senior Art Director: Kristine Arth (Arc Worldwide)
Art Director: James Aparis (Arc Worldwide)
Senior Vice President/Account Director: Chris Emery (Arc Worldwide)
Account Supervisor: Grady Covington (Arc Worldwide)
Account Executive: Katie Feldman (Arc Worldwide)
Senior Producer: Rex Kahr (Arc Worldwide)
Planning Director: Susan Pitt (Arc Worldwide)
Digital Manager: Linda Ziemer (Arc Worldwide)
Media placement: Promotional Packaging - Secondary Multi-Packs - Retail: Off-Premise Channels - October 1, 2010
Media placement: Point Of Sale Material - Display Spectacular (Keystone Deer) - Retail: Off-Premise Channels - October 1, 2010
Media placement: Point Of Sale Material - Display Card - Retail: Off-Premise Channels - October 1, 2010
Media placement: Point Of Sale Material - Fold-Up Canimal Guide - Retail: Off-Premise Channels - October 1, 2010
Media placement: Point Of Sale Material - Tree Stump Cooler - Retail: Off-Premise Channels - October 1, 2010
Media placement: Point Of Sale Material - Case Stacker - Retail: Off-Premise Channels - October 1, 2010
Media placement: Point Of Sale Material - Cooler Door Decal - Retail: Off-Premise Channels - October 1, 2010

Describe the objective of the promotion.
Develop a national retail program during the fall time period that engages target consumers’ passions for hunting, excites the beer distributor network, and provides retailer value so that they would actively support the initiative at retail in an effort to increase sales volume in convenience stores and grocery stores.

Describe how the promotion developed from concept to implementation.

This program was activated strongly at retail and the experience continued online. Shoppers first encountered attention-grabbing displays which featured life-size “canimal” display enhancers as well as POS signage and brochures which provided inspiration for building various “canimals.” Distributors took our cue by building “canimals” of their own design to attract attention at retail. Hunting trip checklists for the non-serious hunter were also offered to increase basket ring. Online, consumers were encouraged to show off their trophy “canimals” at Keystone Light’s website as well as on Facebook. The best ones were awarded prizes such as the custom “tree stump cooler.”

Explain why the method of promotion was most relevant to the product or service.
Through research, we learned that while our target consumer enjoys hunting, the appeal for him is not so much the sport itself, but more about spending a laid-back weekend in the woods with his buddies. We created the “Bag a Smooth One” promotion so our non-serious hunters wouldnʼt come home empty handed. Essentially, hunters could create a trophy worthy of their hunting experience by building various “canimals” out of their empty Keystone Light beer cans. This aligned perfectly with Keystone Light’s brand essence – resourceful, inexpensively fun, irreverent in tone and appealing to our laid back, non-serious typical consumer.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The program was received well enough by the distributor network and retailers that we saw a 36% increase in POS activation from the previous year. Furthermore, consumers took notice to the effect of a 6% increase in sales volume for the period.