Fanta, a brand of The Coca-Cola Co., Atlanta, is creating a more playful experience for consumers with its “Less Serious” campaign. To capture Fanta’s diverse consumer group, “Less Serious” will be rolled out with a flexible approach that allows each market to choose from three marketing focuses.

Consumers can “Play It Smooth” with the new Keystone Light packaging that transforms into a game of “Canhole.” Keystone Light provides additional value to the consumer as 18-, 24- and 30-pack “stones” easily transform into a game of “bags” via perforated circles that can be removed for play, the companies say.

The Coca-Cola Co., Atlanta, announced a multi-year product and marketing agreement with Dunkin’ Brands Group Inc., the Canton, Mass.-based parent company of Dunkin’ Donuts and Baskin-Robbins, and the National DCP, which is the exclusive supply chain partner for Dunkin’ Brands.

Coors Light, a brand of Chicago-based MillerCoors, announced a partnership with multi-platinum country music star Jason Aldean, whose new CD, "Night Train," will be released Oct. 16.