Shiner Brings the Full Spirit of the Holidays to Texans
This holiday season, Texans will have the joy of drinking their favorite holiday beer, Shiner Holiday Cheer. The only downside is that Texans don’t get to appreciate the simple joy of sipping a comforting drink next to a warm, crackling fireplace.
Hot on the heels of the iconic Texan Brewery’s first-ever ad campaign for their best-selling holiday beer, creative agency and AOR Bakery is introducing Shiner Holiday Cheer Fireplace Pack—a limited-edition 12-pack complete with a built-in, fan-powered paper fireplace that captures the spirit of a cozy holiday hearth. Building on the “Barbed Wire Fence” work that launched ahead of Thanksgiving, the goal is to drive continued brand awareness and bring the full spirit of the holidays to Texans. The custom 12-pack case is complete with a built-in fringe paper fireplace, powered by a small fan that creates the perfect roaring fire for Texans to gather around and celebrate the holidays with their favorite beer.
The festive packaging, inspired by traditional holiday hearths with stockings, lights, and faux snow, will feature playful “Cheer Me!” messaging, putting a Texas twist on the classic “Beer Me!” The campaign includes a Social Media & Digital Activations push, starting with a launch announcement this week. Other elements include:
A social giveaway encouraging fans to tag friends for a chance to win one of five Fireplace Packs.
A 12-hour Shiner Yule Log video on YouTube for fans to enjoy a virtual fireplace experience.
The entire campaign will also be amplified by a range of Creators who have sparked thousands of likes and comments. Posts to IG so far this week include influential Texans like:
Each of them will release unboxing videos throughout December using #CheerMe to drive excitement and amplify the campaign. The product will be available for a limited time in December.
"Most people outside of Texas don’t know this, but we don’t have a lot of fireplaces here," said Micky Ogando, founder and chief creative officer of Bakery. “Most of the year that’s fine, but sitting in front of a fireplace is a time-honored holiday tradition … so we wanted to help our fellow Texans to scratch that itch. Thankfully, Shiner was down to join in the fun, and we’re really happy with how this whole thing came together.”
