Keystone Light unleashes stepped-up ‘Hunt’ for blaze-orange cans

From MolsonCoors & Nick Kindelsperger,

✓ Keystone Light’s fall promotion, “The Hunt,” is back with new prizes 
✓ The promotion is bigger than last year, with four times as many blaze-orange cans for a chance to win  
✓ The brand is again teaming up with Realtree®, the popular outdoor lifestyle-apparel company

It’s that time of year for 21+ fans of Keystone Light to begin the hunt – for blaze-orange cans, that is.

Keystone Light is bringing back its popular fall promotion, “The Hunt,” by hiding blaze-orange cans in its fall-themed 15, 24 or 30 packs. If legal drinking-age consumers find one of the brightly colored cans, they can enter for a chance to win prizes from outdoor camouflage company Realtree®, including a grand prize pack with Realtree clad e-bike, branded binoculars, a firepit and a ground blind. 

“The Hunt” has been a hit with Keystone Light drinkers since its inception nearly a decade ago, says Matt Lafferty, marketing manager.

"Keystone Light has been running ‘The Hunt’ program for over a decade because it’s so popular," he says. “We’re always trying to connect with rural consumers through shared passions, and ‘The Hunt’ does that.”

And this year, the brand is investing even more in “The Hunt,” hiding four times as many blaze-orange cans in the market, giving drinkers more chances to win. 

“This year we have about 8,000 cans distributed within our fall-themed packs, compared to about 2,000 last year,” Lafferty says. “We think people are going to be excited to share photos of the new camo pattern on social media, too.”

Even for those who don’t find a blaze-orange can, they still have shot to win other prizes from the Keystone Light partnership with Realtree, like jackets, vests and headlamp beanies, by scanning the QR code found on the brand’s packaging and point of sale pieces or by visiting this website. “The Hunt” runs until Nov. 30. 

To get the word out, Keystone Light has limited edition thematic packaging, along with hunting-themed retail tools, custom merch and paid media ads. 

Partnering with Realtree, one of the biggest camo-gear makers in the U.S., has helped the brand reach even more people. 

“Wearing camo is for hunting,” says Lafferty. “But it’s also a popular everyday style choice for many people who don’t hunt.” 

This continues Keystone Light’s packed year of promotions. In February, the brand unleashed a collection of fishing-themed promotions. This summer, it then partnered with the USO for the Smooth Salute Sweepstakes, a program that helped send over 100,000 messages of appreciation to active military service members.  

Lafferty says that while Keystone Light’s fans are prepped for the “The Hunt,” the promotion is also about appealing to new legal drinking-age consumers. “We believe that this will resonate with our base and help us reach new ones,” he says.