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
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