Challenge
The competitive landscape in the beer industry is fierce and Lone Star was being vastly outspent. Lone Star Light also suffered from low consideration in the light beer category and falling sales in the Below Premium beer category.
Solution
We formulated a strategy and launched an integrated campaign that toasts the neighborly spirit and ingenuity that’s uniquely Texan and tied that to Lone Star Light, making it ownable and uniquely them, not stereotypical Texas.
Services
Brand Strategy, Campaign Strategy, Video Production, Content Creation, Paid Social, Creative Direction, Creative Services
There are no strangers in Texas
Rolling out the Texas welcome mat
Brewed in San Antonio, we helped Lone Star Beer relaunch their Light beer with a campaign celebrating the neighborly spirit of Texas by inspiring people to bring friends and strangers together. From throwing a spontaneous block party with the help of a homemade “Light-brary” to inviting a neighbor over for a drink, all it takes to say howdy here in Texas is an ice-cold Lone Star Light. By creating a cultural moment when people were craving human connection, we were able to remind people what it means to be neighborly and in the same light what it means to be a Texan.
The campaign contributed to a sales increase in every Light format (six pack, twelve pack, and 24 pack)—a notable feat in the Below Premium beer category that collectively saw sales fall during the same period. Lone Star hit 90% of their total annual sales goal for Light in the first six months of the year, making them the #2 growth brand in the category.
Whole Foods Sustainability Report
Burger Queen
