ZiegenBock

How a Texas beer improved share 75% just by being Texan.

The Client

ZiegenBock is a native born Texas beer brewed for Texans, by Texans, in Texas. Despite deep roots in the Lone Star State, ZeigenBock felt like an outsider in the mind of the Texas consumer, competing with Shiner and needed to prove this is the beer for true Texans.

Creating a Legendary Campaign

In the land of tall tales and big personalities, our campaign videos leveraged some of Texas’ tallest tales to defend its position as the state’s most legendary beer. One thing always rang true, no matter how tall the tale, Texans resonate with the stories that unify them.

Gettting Deep into the Heart of Texans

Tall tales or not, Texas pride isn’t fabricated. It’s personal and gives its people purpose. So we dug deeper and unearthed the Traveling Texas Tales tour — pairing Texas Influencers with Zeigenbock through an iconic tour of all the truly legendary places across the great state.

The Traveling Texas Tour

Some of the state’s top influencers hitched their wagon to this adventure to document what it meant to be a Texan. The brand started showing up in real legendary, Lone Star landmarks — generating eared media conversations and organic social traction.

Texas Music To Our Beers

Like any proper Texan would, the campaign commenced with ZiegFest, a legendary live concert celebrating the spirit of Texas and Ziegenbock in Houston. Our on-site activation lead to 20,000 cans sampled, countless shares on social media, and core memories with a classic Texas Bock.

Results

The results of ZiegenBock’s campaign speak for themselves. The media delivered over 30 million impressions and countless earned media impressions bring the brand back to local relevance. The point of sale material and out of home campaign helped achieve a 22% lift in in-store features and a 45% improvement to signage displays at retail accounts.

ZiegenBock made a massive stand in the Texas market.

After all, everything’s bigger in Texas.