Heineken is a major sponsor of the Austin City Limits music festival, which means Shiner beer, the local favorite, can’t be served on the festival grounds. So in order to defend Shiner’s turf, the Foreign Beer Exchange Program was born. Concert goers were given Shiner wooden nickels, good for free Shiner at the Foreign Beer Exchange Program Headquarters. The headquarters housed porta potties where people could relieve themselves of the lesser, foreign beer, and “exchange” it for an ice-cold Shiner.
Agency: McGarrah Jessee, Austin, USA