Shiner campaign presented to McGarrah Jessee. Objective was to launch Shiner Bock in the tri-state area. Big idea was "New in town."

2. Off The Wall
Communications

3. Off The Wall
Communications

6. THE CHALLENGE
Sentiment toward TX is
primarily negative
Low brand awareness

7. SWOT ANALYSIS
Internal
Strengths
Premium product (Shiner Love)
Weaknesses
Great story (Spoetzl Brewery & humble beginnings)
Tied to TX
Microbrew (Non-Corporate)
Small marketing budget
Distinguished from others
Limited staff
Effortless charm
New in town (Market entry)
Community-centered (Relatable)
Lack of brand awareness
Small town pride
Negative
Texas pride
Positive
Opportunities Threats
Small lends itself to premium Established beer preferences/Resistance to change
Sense of community crosses all borders Local beats new-Local
Discovering similarities (Tri-state & TX) Different flavor profile
Making a lasting first impression (Unique stands out) TX gets out (Could affect brand image)
Guerilla gets fun Tri-state doesn’t equal “the same”
External

8. MARKETS

13. Hartford, CT

14. TARGET

18. On the prowl...

19. SECONDARY INSIGHTS
Being a good neighbor and appreciating community
doesn’t require interpretation
Current messages tout Texas Pride and Shiner Love
“I just wanna belong” - Abe Maslow

20. Getting them to talk...
“I like beer.”
“But why?”
“Cause it’s good.”
“But why is it good?”

21. PRIMARY INSIGHTS
Opinions of Texas carry a lot of negativity
For a story to be remembered, it has to be relevant
Tri-state pride and sense of community
The fact that the Tri-state area and Texas share
similarities is in fact, a fact
Low-key, laid back, music-loving drinkers that
value local products

23. PRIMARY INSIGHTS
Opinions of Texas carry a lot of negativity
For a story to be remembered, it has to be relevant
Tri-state pride and sense of community
The fact that the Tri-state area and Texas share
similarities is in fact, a fact
Low-key, laid back, music-loving drinkers that
value local products

25. New in town.

26. “NEW IN TOWN” BILLBOARD

27. “NEW IN TOWN” BILLBOARD

28. “NEW IN TOWN” BILLBOARD
Glow in the dark
Generate word-of-
mouth
City-specific URL

29. “NEW IN TOWN” BILLBOARD
Glow in the dark
Generate word-of-
mouth
City-specific URL

30. MEASUREMENT

31. MEASUREMENT

32. MEASUREMENT

33. MEASUREMENT
Number of billboard
impressions
Google Analytics

35. Howdy, y’all.

36. Howdy, y’all.
... I mean... How you doin’

37. “FREE TASTE TEST” MURAL

38. “FREE TASTE TEST” MURAL

39. “FREE TASTE TEST” MURAL
Unique URL for each
city
Drive traffic to Shiner
site
Kodak moment

40. MEASUREMENT

41. MEASUREMENT
Google Analytics

42. Striking a chord
with the community.

43. NEW IN TOWN
MUSIC SERIES

44. NEW IN TOWN
MUSIC SERIES

45. NEW IN TOWN
MUSIC SERIES
Held every weekend
during first month of
Shiner launch in
popular parks
Free admission to
listen to local talent
Different-colored
wristbands distributed
at entrance

46. MEASUREMENT

47. MEASUREMENT
Headcount of
attendees
Quantity of Shiner
sold during the event

49. Settling in...

50. HOUSEWARMING PARTIES

51. HOUSEWARMING PARTIES

52. HOUSEWARMING PARTIES
Housewarming parties
every weekend during
first month of Shiner
launch
Surprise! to bar-goers
Encourage product
trial and awareness

53. HOUSEWARMING PARTIES

54. HOUSEWARMING PARTIES

55. HOUSEWARMING PARTIES
Shiner-branded credit
card bottle openers

56. HOUSEWARMING PARTIES

57. HOUSEWARMING PARTIES

58. HOUSEWARMING PARTIES
Shiner napkins with
Shiner Libs
Allows for brand
engagement
Fun with friends
Hand over for a free
Shiner sample

59. MEASUREMENT

60. MEASUREMENT
Number of bottle
openers distributed
Number of Shiner
napkins collected
E-mail contact list for
the Tri-state market

62. SHINE ON.