To appeal to a 21-30 demographic that doesn't take hunting too seriously, a Keystone Light campaign inserted randow "hunter orange" cans in its packs, and included on-pack cutouts for mounting the trophies. Fans began buzzing about "bagging" an orange Keystone in social media, as well as designing their own cardboard trophy mounts and even offering to sell orange Keystone cans on eBay.
In our latest Marketers on Fire LinkedIn Live, Anywhere Real Estate CMO Esther-Mireya Tejeda discusses consumer targeting strategies, the evolution of the CMO role and advice for aspiring C-suite marketers.