• by Fern Siegel , March 13, 2024

Shiner, a beer brewed in Texas, has launched a new campaign for its best seller. The creative mission is to position Shiner Bock as the essential craft beer of Texas.

Bakery, the company's AOR, wanted to enhance the brand's visibility to new Texans, noting its authenticity. Janis Joplin and Willie Nelson both drank it.

The tagline — “It’s a Texas Thing” — underscores that message. Jesse Plemons, a native Texan who starred in "Killers of the Flower Moon" and "Friday Night Lights," is featured in the spots, such as Texas Story, Seriously and Commute.

The campaign also highlights the redesigned can and packaging for the brand. Its ram emblem now includes a Texas map on the Spoetzl Brewery badge. The brewery's Czech roots are lessened to give the product a more modern look.

“For more than 100 years, Shiner Bock has been the beer of Texas,” said Micky Ogando, founder-CCO at Bakery. “It’s at every tailgate, house party and concert. It’s part of the state’s DNA. Knowing that new Texans tend to gravitate to Shiner after hearing about it from longtime Texans, this campaign is designed to mimic that experience, and Jesse is the perfect voice for that message.”

The initial spot debuted during the Oscars. The national campaign, which includes two 30-second and three 15-second spots, runs across TV, social YouTube and out of home. There is a strong ad push in Texas.

Shiner is distributed in all 50 states.

Bakery's client roster also includes Nature Sweet, Audi and Diaego.