The assignment was to take an existing brand whose marketing traditionally targets men, and reposition it to target women.
In order to shift Shiner Bock's traditionally masculine marketing, this tv spot needed to speak directly to women. Research into the earliest civiliations showed that in almost every culture, women where the drinkers and inventors of beer. By shedding light on that history, Shiner Bock's target market, as well as the beer market as a whole, can shift to be more inclusive.
By listing the invention of beer as the first among the world's most notable inventions, this tv spot invites female viewers to see themselves not only among the greatest inventors in history but also as the spearheaders of a beer culture traditionally dominated by men.