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Red, white and smooth: Keystone Light partners with USO to salute service members
By Nick Kindelsperger, 01 July, 2024
https://www.molsoncoorsblog.com/keystone-light-uso-drake-white
Keystone Light wants to encourage as many people as possible to say “thanks” to America’s active military service members.
That’s why it has partnered with the USO for the Smooth Salute Sweepstakes, a program to encourage legal drinking-age adults to write messages of appreciation to people serving in America’s military and their families. Once they do so, they can also enter for a chance to win a private concert experience with country music star Drake White.
“It’s as simple as saying ‘thank you’ to a service member,” says Bill Holland, associate marketing manager for Keystone Light. “Those messages get posted to select USO centers all around the country. And then the person is also entered for a chance to attend a private concert that Drake White is holding for active service members at his barn in Tennessee.”
To bring attention to the program, Keystone Light has patriotic-themed packaging in stores, along with Americana displays, and other out-of-home messaging. The brand also teamed up with White to create a video for the project.
Until the end of July, legal drinking-age consumers can enter the Smooth Salute Sweepstakes by scanning the QR codes found on Keystone Light packaging, point of sale or on Keystone Light’s website. One grand prize winner will be chosen. He or she will get free travel and accommodation for White’s concert and can take one 21+ guest. An additional 250 first prize winners will receive a commemorative t-shirt.
Keystone Light has worked with the USO multiple times over the past 20 years. Each time, the brand works hard to create a thoughtful way to support the organization and the active military members, Holland says.
“From the beginning, we worked with Molson Coors’ veterans’ employee resource group to ensure we had a veterans’ perspective on the program,” says Holland. “We were also in lockstep with the USO the whole time.”
The Smooth Salute campaign has already had an enormous response, with the USO reporting that it has received over 50,000 messages.
Brian Cowart, chief marketing and development officer for the USO, is grateful for the support.
“We deeply appreciate Keystone Light’s support of the USO and the people who serve in the U.S. military,” says Cowart. “While we all don’t serve in our nation’s military, we all can certainly support those who do and their families. Keystone Light’s campaign has made it easy to send a ‘thank you’ to local service members.”
