Takeaway: While irreverent, Keystone Light’s spokesidiot Keith Stone has won over a cult following… but, the campaign’s success begs the question about where the brand will go from here.
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Excerpted from brandchannel.com, “Keystone Light Mull(et)s Next Steps for Pervy Pitchman Keith Stone”
“In developing the Keith Stone campaign, we wanted to literally bring the brand’s ‘Always Smooth’ essence to life in a way that is impactful and relatable to our Keystone Light drinker. We did this through the creation of an ownable brand hero, Keith Stone is the MC of Smoothness.”
Like the Old Spice Guy, the success of Keith Stone relies on a number of unpredictables.
First, there’s the “guy” himself …
The Keith Stone character aims to “elevate the key traits and values of Keystone Light at the core,” taking as its motto “Always Smooth” …
And yet, Keith Stone is extremely popular … When large numbers of Americans are dressing as your spokesperson for Halloween, it’s a pretty good sign you’re forming strong connections with your consumers …
Consumers identify with Keith “because, in many ways, [he] emulates characteristics of themselves. He’s easygoing and confident. He’s clever, resourceful and creative in unexpected ways. He’s lovably imperfect … He’s your laidback buddy who always has a 30-stone in tow.”
Keystone has extended the reach of its popular pitch man with additional virals and various tie-in partnerships.…
The brand uses the web to promote brand interaction through engagement with Keith’s fans, “his 21-34 year-old buddies who are looking for laughs across various content platforms” …
It’s impossible to assume Keith Stone would ever mature beyond his current self, which could pose a challenge for Keystone when it comes to growing its brand beyond the name recognition and “always smooth” positioning its locked down with the current campaign.
As for their pitchman’s future … “It’s been a fun ride and we are currently discussing the possibilities for the brand in the coming years.”
Edit by KJM
Tags: Halloween, Keith Stone, Keystone
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