The key to selling ‘Stones: write some Stone-isms.

When it comes to Keystone Light, it’s all about the ‘Stone-isms. Think, quick-witted lines (including the word ‘Stone) that make you want to read them in a deep-toned “might-fight-a-bear-later” kind of voice.

I had the opportunity to write a number of ‘Stone-isms for Keystone Light’s delightfully fun outdoor-sports programs, which came to life through various retail POS tools. Here’s a look at a few of my favorites: