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SHINER: IT’S A TEXAS THING
Since 1909, craft beer has flowed from the heart of Shiner, Texas. 115 years later, and every drop of Shiner Beer is still independently brewed at that very same brewery.
But along the way, out-of-staters started stepping on our turf and it came time to remind everyone what a true Texan looks like.
SHINER BEER IS A TEXAS LEGEND
Founded in 1909 by German immigrants, Shiner has remained a staple of the state for generations.
But we were losing ground
to outsiders with bigger budgets, larger spends, and performative state pride.
It was time to take back our turf.
We needed to talk to Texans in a way that only a true Texan could – with a campaign that celebrated all our unique, odd, big, loud, and stubborn eccentricities that can only be explained with..
To reinforce our message, we launched the campaign with a series of spots featuring Academy Award nominee and native Texan Jesse Plemons.
We brought our message to life with a series of billboards across all corners of the state.
And when Texans were ready for a nice cold beer, we were there to remind them that, unlike the other guys, we knew the difference between being in Texas and being from Texas.
My Contributions:
co-concepter, sole-copywriter for all pieces listed on my site, new tagline for a 115 year-old brewery, shaking hands with Jesse Plemons, 25 years of Research on Texas, and “4” years of research on shiner beer
If you liked this, you should check out these awesome people…
COPYWRITER PARTNER: Kateri David SENIOR COPYWRITER: Maddie Hester
ART DIRECTion: Alli french PACKAGE DESIGNER: Alex vanN
The Cocktail Collection
In late 2023, Diageo launched The Cocktail Collection — a series of premium ready-to-serve cocktails made with some of their most iconic spirit brands like Ketel One, Tanqueray, Astral, and Bulleit.
After winning the pitch, our agency was tasked with creating the branding and national launch platform for this new-to-world family of products.
COCKTAILS ARE GREAT, BUT WHO HAS THE TIME?
The Cocktail Collection sought to be the first and only step in helping our audience of at-home hosts elevate every event occasion.
YOU’VE GOT IT MADE
We summarized our strategy in a tagline that plays off the ease of prepping with our cocktails as well as the feelings of satisfaction you get when everything in life is exactly right.
Open. Pour. Serve.
Using a mixed-media approach of digital video,16mm film, and still photography, we centered our launch spots around the refined yet relatable memories with friends and the steps that can help you make them.
These pre-roll ads directed hosts to find perfectly pre-made cocktails on our brand-new product website.
We brought our messaging to life through print and outdoor ads centered around imagining what might happen to shakers now that nobody will ever need to make their own cocktails ever again.
To better speak to this audience, we had to become hosts ourselves, which is why we took on a sponsorship role at the W Magazine and Ralph Lauren afterparty during Art Basel.
By featuring our cocktails at the upscale Miami festival, we were able to organically grow awareness among some of the biggest tastemakers and trendsetters at Art Basel while cementing a premium perception for the brand.
With their sponsored content, we made sure to demonstrate the product benefits while still capturing their playful personalities with posts that felt genuine to their followers.
These posts with The Cocktail Collection far exceeded the average engagement for sponsored content on their pages and in conjunction with all our other initiatives, helped make this product launch a roaring success.
1.4. Billion
Impressions across sponsored posts.
45%
Stronger rate of sale than category
25%
Market share increase since launch
My Contributions:
co-concepter, sole-copywriter on the brand, pitch deck copy, tagline, copy for all digital/social/ecomm placements, store display copy, product “Sampling”, Product “oversampling”, product-induced headaches
If you liked this, you should check out these awesome people…
ARt direction: Alejandro “canela” aguilar Creative director: Kerrie Heckel
SHINER PRICKLY PEAR
Prickly Pear was a Shiner seasonal beer until it was permanently discontinued in 2018, but that didn’t stop fans from flooding our Instagram with comments.
When it came time to bring it back, we needed a way let its cult following feel heard.
#BringBackPricklyPear
Prickly Pear is a seasonal beer beloved by many longtime Shiner drinkers, and in the years since it last left shelves, fans have been bombarding social media with thousands of demands to bring it back.
Prickly Pursuit
To announce its return, we gathered as many comments as we could and transformed them into an animated adventure featuring witches, monsters, and dialogue pulled word-for-word from Shiner’s comment section.
To really make sure these fans' voices felt heard, we invited the original authors of these comments to record the dialogue for their character.
Results
With an 81% increase in viewership, this video more than doubled our typical engagement rate and is Shiner’s highest performing Instagram Reel of all time.
…and it also lead to a 100% increase in Shiner fans congratulating me on my engagement post!
My Contributions:
Co-concepter, sole-writer (unless you count shiner followers), comment-sourcing, voice-over director, voiceover actor (10Rudy10 couldn’t make it), foley/sFX sourcing, user outreach, and beer-drinker
If you liked this, you should check out this awesome person…
ART DIRECTION PARTNER: Bryn Rohner
Free-Speech Whopper
**One Club Young Ones Bronze Pencil Winner**
one million moms (an aCLU designated hate group) called for a boycott of Burger King because of a commercial that used the word “damn” in it.
To fight against censorship, we propose the free speech whopper: the same as a regular whopper, just half the price.
Case Study
Or if watching videos isn’t really your style…
INSIGHT: One Million Mom’s (a hate group who notoriously attempts to censor media) began a Burger King Boycott over the use of the word “damn” in an advertisement. Pretty damn ridiculous if you ask me.
CONCEPT: For a limited time through the Burger King app, you can order a Free-Speech Whopper. It’s the same as a Whopper in every way except for two things: you can call it whatever you want and it’s the half the price.
DIGITAL COUPONS: Follow these simple steps to redeem your reward.
PARTNERSHIP: To continue the fight for our rights, a portion of the proceeds will go to the ACLU.
AR POSTERS: Name yours on one of our Free-Speech Posters for even more offers through the BK App.
My Contributions:
Writer of words. Co-thinker of ideas. Finder of stock footage. Bringer of coffee. Supporter of emotions.
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