"IT'S LIKE BAGS, ONLY SMOOTHER"

THE INSIGHT: You aren't just opening up a box of beer when you open up a box of 'stones. You're opening up a whole can of smooth. The ability to turn a box into an unapologetically awesome version of bags — just by putting a hole in a box. Sooo why stop there? We decided to raise the stakes and give the game it's righteous glory and it's righteous winner the title of Big Man of Canhole. 

THE YEAR ONE PLAN: Host an online tournament, seed some brackets and create some unapologetically awesome trophies. Have Keith Stone (the face, voice, the man of the brand) release his Canhole Manual to the masses to inspire others to start their own tournaments. By the end of the promotion, one will have to ask: what's bigger, the man or the trophy?

THE YEAR TWO PLAN: Make Combos and Keystone Light the basic necessities/all you need to bring the party to the party. Each pack size was designed to turn your case of 'stones into one of four unapologetically awesome versions of classic backyard games. We called them the 'Stone Handed Games — because they can be played without ever putting your beer down.

The four 'Stone Handed games were: Canhole, 'Stone Links, 'Stone Wash and 'Stone Flyer. Our interior packaging design outlined 1) the game set up, 2) how to make it using the box, 3) the rules of the game, 4) scoring and 5) a "Combos Play" to score extra points.