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(Courtesy Keystone Light)
In an effort to launch new beers, big beer companies are going to the dogs.
Last week Golden Road Brewing, an Anheuser-Busch InBev-owned company, introduced an adoptable dog beer delivery program that promoted their new Hazy Pup IPA.
On Monday, Scotland-headquartered global craft brewer, BrewDog announced that they had partnered with comedian Ricky Gervais on a limited-edition beer, with all profits going to dog rescue charities.
And now Molson Coors’ Keystone Light brand has stepped into the ‘dog meets beer’ arena to promote a beer with a campaign that’s specifically targeted at dog-loving college kids.
First the beer…
Keystone Light’s Keylightful is fruit-forward cousin of its sub-premium flagship. Infused with raspberry and lime, this Keystone light variation is 125 calories and 4.1% ABV and clearly targeted at the same college-aged consumers that made Anheuser-Busch’s, low-cost Naturdays brand so successful.
And now Keystone Light’s promotion, which comes as Keylightful has exceeded its distribution expectations since its launch in March…
Molson Coors has introduced Kappa Lambda Woof, the first-ever fraternity for dogs and inviting 10 dogs, submitted by over 21 Keystone Light lovers, to join the inaugural class of Kappa Lambda Woof in an online contest that runs through August 31.
Winners are not only inducted into Kappa Lambda Woof’s inaugural class, but they’ll also win Keylightful gear and pre-paid gift cards to purchase the beer. Swag includes a Kappa Lambda Woof fraternity flag, a plush paddle dog toy, matching fraternity tanks and more….so there’s that.
“We know that college campuses are going to look different this fall, and we want to provide some light-hearted fun for drinkers who might be missing friends and social experiences on campus,” says Eric Wolfe, associate marketing manager for Keystone. “We hope this contest can continue to introduce the fun and flavorful, easy-drinking world of Keylightful.”
As part of the program, Keylightful will make a $25,000 donation to ASPCA to support its efforts to care for, protect and rescue at-risk animals across the country.
To enter, legal-drinking age humans can upload a photo of their pup showing off his or her best skills HERE along with relevant information.
Judging will be based on originality, personality and creativity (and we gotta think doggy cuteness will be a HUGE factor) with winners announced in mid-September.
