Keystone Light / Miller Coors - 865 Words

Keystone Light/Miller Coors: â€Å"Canhole† Keystone lights primary objectives are to stave off decline in convenience stores and increase overall brand engagement. With the introduction of â€Å"canhole† based on the term â€Å"bro-ments† coined via a combination of quantitative and qualitative research, Keystone light hopes to create more shared moments by brand engagement. Since, the game itself requires multiple roles of participation, in a singular or team setting, shared moments convey between potential new customers and non-drinkers. By doing so, this limits what Schiffman Wisenbit (2014) describe as psychological noise or competing advertisement messages or distractions, since only Keystone Light distributes the game itself. Furthermore, because non-drinkers also engage in â€Å"canhole†, this markets them as potential new customers for the game itself, via a Keystone Light purchase. Since, â€Å"canhole† is a universal game and Keystone Light understands its customers labeled as â€Å"cr uisers†, social media favors the moment. On occasions where memories transpire via â€Å"canhole†, photos and videos sharing may occur on social media. This is encouraged via the game itself and its humor. According to Schiffman et al. (2014), humor is â€Å"the most widely used of all advertising appeals; by some estimates, it is used in 80 percent of all ads† (p.181). Lastly, because â€Å"canhole† tends to favor or showcase’s Maslow’s Hierarchy of Needs, fulfillment is reachable. Since, satisfaction is achievable viaShow MoreRelatedAlchocol in China7880 Words   |  32 Pagescider FABs is the largest segment of the alcoholic drinks market in China, accounting for 65.1% of the markets total value. Geography segmentation China accounts for 38.7% of the Asia-Pacific alcoholic drinks market value. 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