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

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

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Shiner Presentation Transcript

  • 1. Off The WallCommunications
  • 2. Off The WallCommunications
  • 3. THE CHALLENGE Sentiment toward TX is primarily negative Low brand awareness
  • 4. 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 pridePositive 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
  • 5. MARKETS
  • 6. Hartford, CT
  • 7. TARGET
  • 8. On the prowl...
  • 9. SECONDARY INSIGHTSBeing a good neighbor and appreciating communitydoesn’t require interpretationCurrent messages tout Texas Pride and Shiner Love“I just wanna belong” - Abe Maslow
  • 10. Getting them to talk... “I like beer.” “But why?” “Cause it’s good.” “But why is it good?”
  • 11. PRIMARY INSIGHTSOpinions of Texas carry a lot of negativityFor a story to be remembered, it has to be relevantTri-state pride and sense of communityThe fact that the Tri-state area and Texas sharesimilarities is in fact, a fact Low-key, laid back, music-loving drinkers that value local products
  • 12. PRIMARY INSIGHTSOpinions of Texas carry a lot of negativityFor a story to be remembered, it has to be relevantTri-state pride and sense of communityThe fact that the Tri-state area and Texas sharesimilarities is in fact, a fact Low-key, laid back, music-loving drinkers that value local products
  • 13. New in town.
  • 14. “NEW IN TOWN” BILLBOARD
  • 15. “NEW IN TOWN” BILLBOARD
  • 16. “NEW IN TOWN” BILLBOARD Glow in the dark Generate word-of- mouth City-specific URL
  • 17. “NEW IN TOWN” BILLBOARD Glow in the dark Generate word-of- mouth City-specific URL
  • 18. MEASUREMENT
  • 19. MEASUREMENT
  • 20. MEASUREMENT
  • 21. MEASUREMENT Number of billboard impressions Google Analytics
  • 22. Howdy, y’all.
  • 23. Howdy, y’all.... I mean... How you doin’
  • 24. “FREE TASTE TEST” MURAL
  • 25. “FREE TASTE TEST” MURAL
  • 26. “FREE TASTE TEST” MURAL Unique URL for each city Drive traffic to Shiner site Kodak moment
  • 27. MEASUREMENT
  • 28. MEASUREMENT Google Analytics
  • 29. Striking a chordwith the community.
  • 30. NEW IN TOWN MUSIC SERIES
  • 31. NEW IN TOWN MUSIC SERIES
  • 32. 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
  • 33. MEASUREMENT
  • 34. MEASUREMENT Headcount of attendees Quantity of Shiner sold during the event
  • 35. Settling in...
  • 36. HOUSEWARMING PARTIES
  • 37. HOUSEWARMING PARTIES
  • 38. HOUSEWARMING PARTIES Housewarming parties every weekend during first month of Shiner launch Surprise! to bar-goers Encourage product trial and awareness
  • 39. HOUSEWARMING PARTIES
  • 40. HOUSEWARMING PARTIES
  • 41. HOUSEWARMING PARTIES Shiner-branded credit card bottle openers
  • 42. HOUSEWARMING PARTIES
  • 43. HOUSEWARMING PARTIES
  • 44. HOUSEWARMING PARTIES Shiner napkins with Shiner Libs Allows for brand engagement Fun with friends Hand over for a free Shiner sample
  • 45. MEASUREMENT
  • 46. MEASUREMENT Number of bottle openers distributed Number of Shiner napkins collected E-mail contact list for the Tri-state market
  • 47. SHINE ON.