Shiner Bock reasserts itself as the quintessential Texas craft beer with help from Jesse Plemons

Jesse Plemons embodies the spirit and pride of Texas in a low-key, understated way, much as Shiner Beer believes it does as well. Which is why the brand chose the “Friday Night Lights” and “Breaking Bad” actor for a campaign reasserting its reputation as the quintessential craft beer of Texas. The ads mark Plemons’ first ad appearance (outside of film and TV trailers) since he was a child. Ad Age Creativity Bookmark our section covering the best in brand creativity every day Read more here The campaign, themed “It’s a Texas Thing,” from agency of record Bakery, will break with a 30-second spot during Sunday’s Oscars telecast on ABC, where Plemons is one of the stars of the Oscar-nominated “Killers of the Flower Moon.” Other spots will follow, along with out-of-home ads and new packaging. The campaign promotes the brewer’s flagship Shiner Bock dark lager. In each ad, Plemons assumes the enigmatic role of a mysterious stranger at the bar, waxing poetic truths about Texas lore that resonate with locals. The Oscars spot is below. Stories include that of a Bavarian brew master who traveled all the way to Shiner, Texas, to brew beer. And that feeling of pride only Texans know when they walk into a Texas bar and order a Texas beer brewed in Texas. Shiner Beer boasts over a century of Texas brewing tradition, remaining family-owned and continuing to rely on the artesian well its founder, Kosmos Spoetzl, discovered in 1909. However, it’s a lore the brand has not told in recent years, Nick Weiland, chief marketing officer, told Ad Age. “People that are new to Texas, or new legal drinking age consumers in Texas, don’t necessarily know that story. We need to tell them that story so they can understand the brand just like all of our legacy fans,” Weiland said. “We had thought they understood everything about Shiner because we’re so ubiquitous—we’re the No. 1 craft brand in the state of Texas by a very big margin—but we assumed too much.” Micky Ogando, chief creative officer at Austin, Texas-based Bakery, said the inspiration for the campaign came when an agency study examining the reputation and affinity of Texas beers revealed Miller Lite was considered “more of a Texas beer than Shiner,” fueled in part by new migrants to the state and younger generations who are unfamiliar with its history. Texan symbols and imagery on competitors’ packaging led consumers to believe other brands had more Texas history than Shiner. So, Bakery and Shiner crafted a strategy that would re-educate consumers on Shiner history and pride by subtly hinting at Texas roots while maintaining the beer’s and the talent’s “cool factor.” That approach is what ultimately led the agency to choose Plemons over someone like renowned Texas actor Matthew McConaughey. “Jesse is somebody who, if you go to the Texan that’s been here for a long time and has grown up with ‘Friday Night Lights’ and ‘Breaking Bad’ … [they] see him as one of us. As somebody who never sold out and is still super humble, super cool, has a vibe about him,” Ogando said. “He feels like an embodiment of us in a lot of ways … so it was an easy choice, honestly.” The goal of the spots—directed by Texas-born Alfonso Gomez-Rejon (“Hunters,” “Me and Earl and the Dying Girl”)—is to make viewers feel as though they are learning insider knowledge of Texas traditions from native Texans, especially as it relates to the question, “What beer do I order?” The purpose is also to assert that real Texans don’t question Shiner’s dominance as the craft beer of the state, nor Plemons’ authenticity as a Texan. Basically, it embodies the spirit of, “If you know, you know.” Plemons got personally involved in editing the script to make it feel more authentic, Ogando said. Meanwhile, to double down on its assertion as the native beer of Texas, Shiner developed redesigned cans and packaging for the line with Bakery. New bottle labels and cans feature a slightly altered appearance for the ram in the logo, along with other elements to subtly highlight the brand’s Texas roots, including a discreet map of Texas on the Spoetzl Brewery badge. The refresh follows the launch of new looks for other Shiner brands, including Shiner Light Blonde, last year. Sign up for Ad Age newsletters From influencer marketing to agencies, get the latest news and analysis delivered to your inbox Click here

Shiner Bock reasserts itself as the quintessential Texas craft beer with help from Jesse Plemons

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