Can this country singer make you buy beer in a bottle, not a can?

“6 cold in a refrigerator,
A top to burst,
And save 5 for later,
I can’t stop drinking them like my father—
It’s better in a glass.

Same Haggard disc,
turns around the table,
New generation, same bottle label.
Freezing and going down fast—
It’s better in a glass.”

Maybe he could just pour the thing in a glass? No, one step too far.

“We were looking for unconventional ways to reach consumers and ignite the emotional connections and memories we all have with products packaged in glass,” OI’s chief marketing officer Arnaud Aujouannet told Muse. “In this particular case, we were focusing on glass preference when purchasing one of the most common alcoholic beverages in the United States: beer.”

“Chase is an up-and-coming country artist with a growing fan base with over 96,000 monthly listeners on Spotify,” Aujouannet continues. “He is passionate and genuine and believes in what he says, which aligns closely with OI’s brand values.”

VaynerMedia, an agency well-versed in music marketing through its DraftKings rap series, approached McDaniel about the OI connection. The artist co-wrote the three-minute track with the composer Jerry Alan Jacobs.

The goal is to broaden brand appeal by elevating OI in the cultural conversation while providing consumers with entertainment value, said Mike Boyd, chief music strategy officer at Vayner.

McDaniel posted the video on his TikTok, and OI will engage other influencers to follow suit. Kroger stores nationwide will also feature “Better in a Glass” as part of an OOH audio campaign.

@chasemcdanielmusic I have never seen a glass bottle that I didn’t like. The music video for “Better in a Glass” will be released soon. 🙂 #newcountrymusic #betterinaglass #oipartner #countrymusicvideo ♬ original sound – Chase McDaniel

“We hope to target country music fans who like to drink beer, but tend to choose cans over glass bottles,” Aujouannet said. “We hope highlighting the benefits of glass, especially through a sentimental and nostalgic lens, will make this group more likely to choose glass packaging.”

Other recent musical brand mergers along similar lines include Travis Denning’s C&W celebration of the Charles Schwab Challenge PGA Tournament and Dodge Trucks; Eva Lazarus’ fem-tech music festival for Elvie; Kelis’ corny exit with Kraft Singles; and Solange Knowles’ sumptuous Louis XIII spaceshot.

CREDITS

Customer: OI Glass
Agency: Vayner Media
Campaign: “Better in a glass”

Customer: OI Glass
Senior Director of Global Integrated Communications: Marie-Laure Susset
Head of Global Marketing Communications: Christine Labardee
Content Strategist: Jess Baker

Agency: Vayner Media
CEO: Gary Vaynerchuk
CCO: Rob Lenois
Please: Lisa Harap
Vice President, Group Account Manager: Matthew Schuierer
Senior Account Manager: Kelly Appelmann
Director, Project Management: Juliette Hashemi
Project manager: Nathalie Fernandes
Artistic Director: Lauren Bolger
Head of Music Strategy: Mike Boyd
Artist Engagement Coordinator: Tyler Walsh
Project Manager: Jamal Harris
SVP, Global Head of Partnerships and Growth: Peter Chun
Creative Platform Strategist: Brittney Diamond
Partnerships Associate: Shirley Wu
Director, Media: Nate Schoeffler
Associate Director, Investment Media: Kaily Groover
Manager, Media: Gianna Teodoro
Vice President, Strategy: Jason Chan

Producer: Eva Nosidam
Production Manager Maya Brewster
Mat Hollis Executive Producer
Executive Producer Laura Shea
Senior Producer Dan Veet

Director/Editor: Logan Meis

Singer-songwriter: Chase McDaniel
Composer / Songwriter: Jerry Alan Jacobs

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