Coors' Keystone Light will launch a branded channel on the popular bored-at-work website Break.com, reports AdWeek. The channel will feature "unsmooth" moments, falling in line with Keystone's current "Always smooth, even when you're not" campaign.
In a twist, Keystone is buying banner ads across the Web promoting the branded channel. The estimated $100,000 budget is the largest ever for Break. Previously, Break ran an on-site campaign for last year's Borat film, linking to Break content instead of the official Borat site.
Targeting 18-25 year old men, Break attracted 2.9 million visitors last month. Break plans to continue to develop its ad-model in '07, offering advertisers branded content paired with in-video ads.
YouTube has yet to offer advertisers their own branded channels.
