Lone Star Beer
Challenge
Celebrate the brand’s 140th anniversary in a way that maintained the authentic Texas vibes that had been established, but introduced a new, highly ownable element.
Solution
The armadillo had been a brand staple in the 70s, best known for stealing trucks of Lone Star. To celebrate the anniversary, we brought the dillo back with a new trick—the ability to make every beer a Lone Star.
Services
Brand Strategy
Campaign Strategy
Creative Services
Production Services
Make Every Beer a Lone Star
For Lone Star’s 140th anniversary campaign, we anchored our creative strategy around the armadillo—an iconic symbol of Texas culture that had a rich history with the brand. While the armadillo was historically known for mischievously stealing Lone Star beer in classic print ads, we wanted to flip the script for this milestone celebration. The character's new mission was to ensure more Texans could enjoy the National Beer of Texas.
Working with a renowned sculpture artist whose portfolio includes projects for Disney and Lucasfilm, we created a physical armadillo model that would serve as our campaign's hero. The campaign was built around authentic, recognizable Texas moments, where the only thing that could go wrong is someone showing up with the wrong beer. Luckily for us, the armadillo is there to save the day and magically transform every beer into a Lone Star.
This integrated campaign spanned social media, YouTube, CTV, rich media, digital radio, and OOH placements in key markets, with the dual objectives of boosting brand awareness and reinforcing Lone Star's position as the National Beer of Texas.
Results
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