SHINER BOCK • IT'S A TEXAS THING •
SHINER BOCK • IT'S A TEXAS THING •
As the flagship beer of Texas’ oldest independent brewery, Shiner Bock is a Texas icon.
When it comes to choosing an “authentic” Texas beer, Shiner was losing sales to faux Texan outsiders with bigger budgets and louder voices. We needed to remind people that Shiner Bock is the unofficial beer of Texas.
The Strategy
There are just some things that no one but a Texan can say.
You never hear “Everything’s bigger in Ohio” for a reason. Our campaign needed to assert Shiner’s status as home-brewed, embrace our roots, and talk like a damn Texan.
The Work
It’s hard to explain all the eccentricities of our state to an outsider and sometimes it’s easier to just tell them, “It’s a Texas thing.” And there is nothing more Texan than an ice cold Shiner Bock.
Along with our campaign, we evolved the packaging to embrace more of our Texan roots, while still keeping the heritage of this beloved beer.
We recruited famous-Texan Jesse Plemons as an authentic voice for the brand, along with a fully integrated campaign across a variety of media.
