Summary: Shiner fans love Shiner not only for its status as an iconic Texas brand but for making a range of beers full of flavor and native Texas ingredients. Shiner Prickly Pear is one of the seasonal beers under Shiner’s portfolio that has reached a cult-like status amongst loyal fans. The year-long absence from the shelves made die-hard fans relentless and unapologetic in asking for the beer back on Shiner’s social channels. Bakery was tasked with creating a social campaign that generates big buzz around Prickly Pear’s back-by-popular demand comeback.
The Challenge: Create a ripple effect of excitement for Prickly Pear’s comeback that cuts across Prickly Pear loyalists onto the regular Shiner fan and beyond.
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It was necessary for us to understand the why behind Prickly Pear’s popularity. How is it that a beer that’s been out of rotation for so long, still has fans under a chokehold? While looking for answers, we stumbled across a couple pieces that brought us closer to our answer:
"Shiner Prickly Pear is as synonymous with summer as a scoop of Blue Bell ice cream or a float down the San Marcos River." - Tommie Ethington, Texas Monthly
“Rugged, versatile, and beautiful, the prickly pear cactus has made numerous contributions to the landscape, cuisine, and character of the Lone Star State, and its unusual status as both a vegetable and a fruit make it singularly qualified to represent the indomitable and unique Texas spirit as an official state symbol.” - 74th Legislature of the State of Texas, 1995.
It was clear that fans strongly associate the beer with cooling down in the hot Texas heat AND embodying the Texas Spirit.
Strategy: Match die-hard fans' energy and fighting spirit to credit their relentless demand in bringing Shiner Prickly Pear back.
Creative: Prickly Pursuit
We created a story using the words of our fans. The crowd-sourced comments served as the dialogue and plot points in our short story. Executed with a social media giveaway, the users who claim their credit will get sent merchandise that honors their contributions as crew members in Prickly Pursuit.
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