Shiner beer’s national success ties largely to its heritage as an independently brewed Texas beer. But recently, brand research found that Texas now has so many expats from other states that many of the brand's target audience didn’t even realize that Shiner is born and brewed in Texas. Austin-based agency, Bakery, created a big new brand push for Shiner including a complete redesign for the brewery's flagship light beer. The strategy is to double down on its Texas heritage, with a national media buy and increased spending in Texas to help take back that 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.
The campaign highlights a bold, fresh new look for a decades-long fan favorite. It rolls out with a BIG change (designed by Bakery) for the legacy line - one that aims to appeal to younger consumers that tend to prefer light beers.
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.
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 “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.
The full campaign is live the week-of 11/13 across TV, social, YouTube and OOH.
This is a national campaign, with a primary focus on the Texas market.
This professional campaign titled 'Texas Does Light' was published in United States in November, 2023. It was created for the brand: Shiner Beer, by ad agency: Bakery. This Integrated medium campaign is related to the Alcoholic Drinks industry and contains 5 media assets. It was submitted 20 days ago.
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