Texas Pete Social Content
This project involved developing engaging content for Texas Pete's "Rebel" audience, aligning with their "Unhinged" brand persona. The goal was to create content that stops the scroll, engages the audience, and connects to culture. Our approach emphasized personality-driven and branded visual storytelling to capture attention and reinforce brand identity.
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Objective
For this project I partnered with another creative strategist, Bailey Norton. Our primary objective was to craft content that genuinely resonates with Texas Pete's "Rebel" audience. This meant developing creative concepts designed to:
Stop the Scroll: Capture immediate attention in a cluttered digital feed.
Engage the Audience: Foster interaction and connection with the brand.
Connect to Culture: Align Texas Pete with current trends and an "Unhinged" online persona.
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Strategy
Our research highlighted a key insight: in an era saturated with lo-fi trends and AI-generated content, well-lit, high-quality visuals combined with absurd, irreverent humor truly stand out. We discovered that content which balances "posh" aesthetics with a "playful" tone effectively captures attention and reinforces brand identity, making it distinct and memorable for a millennial audience. This approach relies on polished visuals to grab attention and lo-fi storytelling to keep attention. We focused on using striking practical effects and irreverent humor while maintaining authenticity with professional overtones.
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Creative Concepts
We developed three distinct concepts, each tailored to leverage our strategic insights:
Cookout Rodeo: This concept transforms a typical park BBQ into a full Western rodeo, sparked by the addition of Texas Pete hot sauce. The vibe is a playful, unhinged Western parody, using a tense "draw" moment to kick off the chaotic fun with stick horse racing and "yee-haws".
Texas Peat: Inspired by an early 2000s mix-media edit and dreamlike visuals, this concept presents a parody of "how Texas Pete is made". It opens with cinematic visuals of Texas Pete gardening, transitioning into a mix-media montage showing hot sauce growing from a plant, with a playful ending. The concept aligns with a spring-time theme.
Texas Street?: This concept uses tongue-in-cheek humor and plays on Texan identity. It features cinematic scenes that abruptly jump into grayscale with text and rhyme-driven narration, initially posing scenarios of "Texas Heat" (like cooking eggs on a sidewalk) before tying back to Texas Pete with a witty reveal (e.g., "Hottest Cowboy in South? That's Texas Pete").
Our presentation was met with enthusiastic reception from the marketing agency. The Creative Director was particularly impressed, expressing excitement for the mixed-media approach seen in our "Texas Peat" concept. They noted a strong alignment with their ongoing work, indicating a desire to apply similar innovative techniques to other campaigns, and were keen to see this vision brought to life for Texas Pete. This positive feedback underscored the effectiveness of our strategy in delivering fresh, engaging, and culturally resonant ideas. Sources
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