SHOPPER MARKETING PROJECT

Shopper marketing project for Keystone Light focused on creating national strategy and tailored strategies for retailers Walmart and Circle K.

WHO IS KEYSTONE LIGHT?

Founded in 1989 under Molson Coors, Keystone Light is an economy light beer known for its simplicity, smoothness, and affordability. Catering to cost-conscious consumers, it delivers refreshing, easy-drinking experiences with the promise of “Living Smooth”—a laid-back, effortless approach to life.

Keystone Light’s challenge is to differentiate itself from competitors like Busch Light or Natural Light. The campaign aims to increase brand penetration and drive purchase frequency by connecting with "The Humble Backbone"—a hardworking, community-oriented audience seeking affordable and straightforward products that align with their values. By positioning Keystone Light as the go-to beverage for easy, well-deserved celebrations, the strategy celebrates hard work and everyday achievements, making Keystone Light the preferred choice.

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Walmart is a one-stop-shop built on affordability and convenience, known for its low prices, extensive product range, and larger pack sizes. Its value-seeking shoppers, primarily middle- and low-income families, plan efficient shopping trips and often buy in bulk for households, gatherings, and celebrations. With 2/3 of shoppers being Gen X or older and 70% homeowners, Walmart attracts a customer base that aligns closely with Keystone Light's rural and suburban audience. Additionally, Walmart’s cross-category placements and 19% impulse buy rate make it an ideal partner for Keystone Light to drive sales and reach its target demographic.

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Circle K, the second-largest convenience store operator in the U.S., excels in quick, grab-and-go purchases, catering to shoppers prioritizing convenience and affordability. The strategy for Keystone Light at Circle K focuses on positioning the brand as the ideal, easily accessible reward for hard-working individuals. With in-store promotions and strategic placement of grab-and-go packs, Keystone Light connects with customers seeking a simple, satisfying way to celebrate their everyday achievements.

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Sources

The HR Director, “Eighty percent of the workforce say they feel overlooked”, https://www.thehrdirector.com/eighty-percent-workforce-say-feel-overlooked/

Adiya Shastri, “Extensive Marketing Strategy of Circle K”, https://iide.co/case-studies/marketing-strategy-of-circle-k/

JONATHAN D. COHEN, “The intertwined history of state lotteries and convenience stores

https://blog.oup.com/2022/10/the-intertwined-history-of-state-lotteries-and-convenience-stores/

Path to Purchase Institute, “Circle K”, https://p2pi.com/retailers/circle-k?tab=2§ion=15https://shop.keystonelight.com/collections/shirts

https://business.x.com/en/advertising

https://business.instagram.com/instagram-stories