This project started as an interagency shootout to reposition a struggling brand. Our campaign idea won the business from the incumbent agency—and it just kept on winning. The new positioning inspired a 360-degree marketing effort that included TV, radio, web, print, OOH, point of sale, and packaging.

Always Smooth, Even When You’re Not remained the cornerstone of the Keystone Light brand position for five years. The spots we produced tested better than any other commercials in Coors Brewing Company history and outperformed commercials by big-budget competitors Miller and Bud. They were recognized by Ad Age, plus the ads did what they were supposed to do—increase brand awareness, sales volume, and market share.