Agency: TPN
Client: Lonestar
Copy: Greg Overhauls (Sr.CW)
Art direction: Jesús González (Sr.AD)
Strategy: Brook Hollander (Associate Strategist)
Doodle Illustrations: Luke Schroeder
We were tasked to celebrate the launch of Lone Star’s first Mexican-style lager beer: Rio Jade. The challenge was to be authentic to three different voices: the Lone Star brand, Mexican-style lager’s history and the creator of the Rio Jade look and feel, Cruz Ortiz.
Mexican-American artist, Cruz Ortiz was inspired by the color of the Rio Grande and other rivers running through Texas. We built on that sentiment with the retail look and feel. Adding hints of vegetation in the corners and keeping a beige desert color on most pieces.
To create engagement with the shoppers we expanded on Lone Star tradition of having riddles beneath their caps. We created riddles localized to key markets: Austin, Dallas, San Antonio, Houston and one for all Texas. These new riddles were drawn in the style of Cruz Ortiz.
Despite the beer launching at the start of the pandemic, the campaign was extremely successful, making this seasonal beer part of Lone Star’s permanent portfolio.