Shiner beer, an independently brewed Texas beer, has gained national success due to its heritage. However, things have changed in Texas recently. Research showed that Texas has an increasing number of expats from other states, leading to many of the brand's target audience not even realizing that Shiner was born and brewed in Texas. In response, the Austin-based agency, Bakery, created a new brand push strategy for Shiner. This includes a complete redesign for the brewery's flagship light beer, doubling down on its Texas heritage. The plan is to increase spending in Texas and launch a national media buy to regain its home-field advantage.
Entitled “Texas Does Light,” this new campaign features three 30-second spots made for those who really know how to do Texas.
“Packed full of flavor yet impossibly light, Shiner Light Blonde is the perfect example of something every Texan understands - we don’t do mediocre,” said Nick Weiland, Brand Director at Shiner Beer. “This campaign and the new look for the line is overflowing with Texas pride, and we think the work from Bakery does an amazing job celebrating what makes Shiner Light Blonde and Texas so special.”
In “Shindig,” a woman grabs a case of Shiner Light Blonde from the convenience store: four cases of giddy up. She pulls on her bedazzled cowgirl boot: 18 pairs of party boots. Her first generation iPod has 300 King George songs ready to play. But, she has two exes from Texas and 47 unwanted guests: mosquitos enjoying their own Shiner Blonde. It’s one perfect night and tastes like Texasssss.
In “Tailgate,” a Texas football team is 5-points behind. A TV slowly reveals itself from the bed of a truck tailgate. A referee whistles, which cracks the clock face: 3-seconds left and one yard to go. Just as the player reaches for the ball, a fan catches a Shiner Light Blonde. The moment tastes like Texasssss.
In “BBQ,” two cases of Shiner Light Blonde float in the air against a blue sky. It cuts to a butcher’s chart of a cow; 12 lbs of brisket and a 225 degree grill. There’s a heat wave in Texas, it’s 112 out and there’s eight hours to go until the suburban Texan can enjoy his BBQ. He opens a 99 calorie Shiner Light Blonde that taste just Texasssss.
"As Texas continues to add to its historic number of new residents, the percentage of people that know the beer is born, brewed, and true Texan has declined dramatically," said Micky Ogando, Founder and Chief Creative Officer at Bakery. “This relaunch is all about putting forth our native Texan DNA, celebrating our core Shiner fans and inviting a whole lot of new ones to the tailgates, backyard BBQs and house parties where our light beer will be found.”
The work includes a redesign of the beer can, OOH and wildposters. This is a national campaign, with a primary focus on the Texas market.
Nick Weiland - Brand Director
Hunter Kozisek - Senior Associate Brand Manager
Devin Stephens - Associate Brand Manager
Molly Goodwin - Trade Marketing Manager
Kimberly Cockrum - Marketing Services Manager
Bella Pinera - Marketing Coordinator
Chief Creative Officer / Founder: Micky Ogando
Creative Director: Rodrigo Rothschild
Creative Director: Dima Semenov
Associate Creative Director: Kerrie Heckel
Senior Art Director: Allison Durak
Senior Copywriter: Madeline Hester
Design Lead: Kaleb Sindac
Senior Designer: Morgan Unroe
Designer: Alex Vann
Designer: Becca Durbin
Senior Brand Strategist: Hailey Caldwell
Brand Strategist: TJ Simpson
Head of Accounts / Managing Director: Jacqueline Thompson
Account Director: Alexandra Brazie
Senior Account Manager: Jacob Luttmer
Senior Project Manager: Maria Roepke
Senior Social Strategist: Rye Castillo
Executive Producer: Chuy Hernandez
Senior Content Producer: Jason Gade
Senior Packaging Designer: Roxanne Ratliff
Packaging Designer: Erin Leeder