Shiner Beer Holiday Cheer Campaign – Celebrate Seasonal Festivities | Clapboard Ad Archive

Holiday Cheer

Description

Shiner Beer’s 2024 Holiday Cheer campaign, crafted by creative agency Bakery, captures the heartfelt Texan spirit that signals the arrival of the festive season. As the brewery’s #1 selling seasonal beer and third highest-selling brand overall, Holiday Cheer has become a beloved tradition eagerly anticipated each year, akin to seasonal favorites like Starbucks’ Pumpkin Spice Latte or McDonald’s McRib. This first-ever campaign for the seasonal brew centers on a hero 30-second film, “Barbed Wire Fence,” which opens with two men wrapping up a day of mending fences on a Texas ranch. The narrative subtly transitions from rugged ranch work to festive warmth as the camera reveals glowing Christmas lights strung along the fence posts in place of barbed wire, while the men share ice-cold Shiner Holiday Cheers, symbolizing the joyous start of the holidays. Complementing the hero spot is a 15-second film titled “Silent Night,” which evokes quiet, intimate moments of the season with soft western swing holiday music and a cozy couple enjoying Shiner Holiday Cheer beside a BBQ pit under the glow of the North Star. Beyond film, the campaign extends its reach through out-of-home advertising emblazoned with the tagline ‘Tis the season for Cheer’ across key Texas markets, supplemented by robust social, connected TV, online video, influencer activations, and print materials. To further engage enthusiasts, Shiner and Bakery are releasing limited-edition holiday merchandise, inviting fans to fully embrace the festive spirit. Available exclusively during November and December, this campaign not only honors a long-standing holiday tradition but also solidifies Shiner Holiday Cheer’s place as a cultural and seasonal beer icon with authentic, celebratory storytelling deeply rooted in Texas heritage and the warmth of shared moments.

Credits

Client

Shiner Beer

Agency

Bakery

Brand

Shiner

Brand Director

Nick Weiland

Brand Manager

Hunter Kozisek, Devin Stephens

Marketing Manager

Molly Goodwin

Marketing Services Manager

Kimberly Cockrum

Marketing Coordinator

Bella Pinera

Chief Creative Officer

Micky Ogando

Creative Director

Rodrigo Rothschild, Allison French, Nick Garza

Copywriter

Blake Rozas, Paris Cipollone

Art Director

Daniela Fernandez, Morgan Unroe, Elis Klein, Becca Durbin

Design Director

Kaleb Sindac

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Campaign Proposition

Shiner Beer’s 2024 “Holiday Cheer” campaign positions its seasonal beer as a culturally significant marker of the holiday season within Texas and beyond, emphasizing tradition, authenticity, and communal celebration. The brand proposition centers on the idea that the arrival of Shiner Holiday Cheer signals the start of the festive period, offering not just a beverage but a seasonal ritual deeply embedded in Texan lifestyle and values. By linking the product to familiar, homegrown experiences—ranch work, quiet moments by the BBQ pit, and light-hearted celebrations—the campaign conveys a sense of warmth, connection, and festive cheer rooted in everyday life. The market strategy leverages a localized, culturally resonant narrative that appeals specifically to Texan consumers who identify with the rural, community-driven ethos portrayed. The insight driving the creative approach is the shared understanding (“If You Know, You Know”) that Shiner Holiday Cheer is more than a beer; it is a herald of holiday tradition and festivity unique to its region. This is executed through evocative visual storytelling in the primary 30-second spot “Barbed Wire Fence,” which transforms a mundane fence-mending task into a glowing symbol of holiday spirit, and the 15-second “Silent Night” film, which captures intimate holiday moments accompanied by subtle western swing music. The campaign extends beyond film to include out-of-home advertising, social media, connected TV, influencer content, and print, enhancing reach while maintaining a consistent regional tone. Limited-edition holiday merchandise further reinforces brand affinity and encourages deeper consumer engagement. Overall, the campaign employs a culturally specific lifestyle angle to strengthen brand loyalty among Shiner’s core audience while amplifying the seasonal significance of its top-selling seasonal beer.

Creative Device

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Save The Pumpkins - Nabob | Clapboard Ad Archive

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50th Birthday - McDonald's UK | Clapboard Ad Archive — archive collection thumbnail

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One Delivery in Three Acts - DoorDash Canada | Clapboard Ad Archive — archive collection thumbnail

One Delivery in Three Acts - DoorDash Canada | Clapboard Ad Archive

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Fences - Molson Canadian, Molson Dry | Clapboard Ad Archive — archive collection thumbnail

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