CLIENT
The Boston Beer Company
Monica Chavez, Director of Marketing
Monica Chavez, Chief Marketing Officer
Monica Chavez, Brand Storyteller
Monica Chavez, Chief Executive Officer
AGENCY
Goodby Silverstein & Partners *Lead Agency
Stephanie Bousquet, Brand Strategy Director
Marisa Perazzelli, Senior Brand Strategist
Caitlin Neelon, Communications Strategy Director
AJ Warren, Associate Creative Director
Brett Beaty, Associate Creative Director
Rachel Stermer, Account Director
Kate Colantuono, Account Director
Jeff Goodby, Co-Chairman
Leila Gage, Director of Broadcast Production
Matt Flaker, Executive Broadcast Producer
Stephanie DeNatale, Executive Producer
Nick Goldsmith, Producer
Charlotte McConnell, Senior Broadcast Producer
Joshua Hacohen, Associate Creative Director
Sean Smith, Associate Creative Director
Bonnie Wan, Head of Brand Strategy
Christine Chen, Partner, Head of Communication Strategy
Margaret Johnson, Chief Creative Officer
Judy Ybarra, Director of Business Affairs
Chrissy Shearer, Senior Business Affairs Manager
Jim King, Director of Graphic Services
Hanna Hegnell, Content Creative Coordinator
Nolin Solis, Assistant Account Manager
John Thorpe, Director of Brand Strategy
MullenLowe
Hearts & Sciences
SUMMARY
The challenge: Make a dated, regional beer brand relevant to drinkers nationwide.
Entering year two of COVID-19, people everywhere were craving a break from the seriousness of life. While other beer brands behaved somberly, Samuel Adams took the piss out of a serious year by embracing their mischievous spokescharacter, Your Cousin from Boston, and hijacking national conversations around Super Bowl, COVID-19 vaccines and wedding season. The campaign garnered $8B in earned media, doubled social conversation and generated sales growth in every geographical market for the first time in seven years.
