We wanted to make Bock beers eponymous with Shiner. Like Kleenex is to tissue, Shiner should be to the bock. Sierra Nevada (the second largest American craft brewery behind only Sam Adams) found national success with its Pale Ale. Our campaign focused on the discovery of the bock beer. The  fresh out of college/new professional became the target for the campaign. Our research showed this group is looking for a more mature beer, something they can drink that shows their developing tastes. This group therefore is looking for knowledge about beer. They want to know what they're drinking, and they want to know that what they're drinking is exclusive in some way.

The tagline discover the bock served as a command to educating yourself about bock beer. 

The billboard featured a barley fill typograph with a physical, 3d sac of barley at the bottom right. The tag served as the website as well to find information on bock beers: what it is, how it's made, where it came from, what's the ram have to do with anything; as well as the campaign itself: where it is, twitter and facebook, where to find Shiner beer, etc. 

We used a hidden in plain site approach to reinforce the discovery process. Above: manhole cover bottle caps.

Above: And again with subway posts. 

This Shiner brewer Elton became the model for the "Roadmen" a group of beer experts who were dispatched to bars in the tri-state area to talk about bock beers and the beer making process in general. This fostered conversations about beer through the brand while keeping in line with the aesthetic and tone of the brand. The "Roadmen" were inspired by the actual Shiner employees during the brewery's beginnings (early 20th century) who would drive to bars with a keg attached to a truck to give our free samples and talk about the accompanying brew.

Coasters served as a cheap way to keep the conversation going after talking to Elton. The facts could serve to spark conversations with old and new friends (as well as pretty ladies). 

The redesigned pint glass served as a quick and easy get for the bar patrons. You discover the bock while you discover the campaign. They could also keep the glass, something our research found this target liked to do. 

Social Media kept the conversation in the home. The Shiner Roadmen tweeted information about where they'd be next, what beer festivals were coming up in their neighborhood, etc. They could also be tweeted and texted, so customers could ask direct questions about the beer.