Declare your independence.

Sam Adams came to us to develop a new brand platform. We developed a multi-channel strategy to connect with a younger audience without losing the older audience by reminding people that many other beers have come and gone over their 30 years on the scene, but Sam Adams has remained small, craft, strong and independent.

Here's a good example of marketing in the moment with a real-time social media stunt. As news that a time capsule created by Paul Revere and Samuel Adams in 1795 was discovered at the State House in Boston’s Beacon Hill, the entire city was speculating as to what was inside. We quickly collaborated our client and created an exclusive X-Ray of the box’s content. As speculated, rare coins, papers, and a small horse were inside, but what wasn’t expected was a six pack of Sam Adams beer.

Our idea even found its way onto the Today Show two days later.

Digital and TV.

Digital video.

The Challenge

Connect with a younger audience without losing the older audience by reminding people that many other beers have come and gone over their 30 years on the scene, but Sam Adams has remained small, craft, strong and independent.

The Solution

The “Declare Your Independence” brand platform reminds people that many other beers have come and gone over their 30 years on the scene, but Sam Adams has remained strong, small and independent. Our new digital and social positions Sam Adams away from fly-by-night craft beers as well as away from being seen as a mass domestic beer.

The Result

Our work is one of the most successful efforts in brand history and for now 3 straight years Sam Adams is still the beer to beat.