Boston Beer Company

The Boston Beer Company

The Boston Beer Company

Social Agency of Record

If there are two things we love, it’s the internet and beer. The Boston Beer Company, the brand that started the American craft beer revolution, needed an agency that would showcase their flagship offerings and their newest additions for the world of social. ISL was tasked with managing 4 of Boston Beer Company beverage brand’s social media presences on a daily basis, which included content production, community management and engagement, and reporting and analysis.

We leveraged our social media savvy and our creative prowess to produce a thoughtful strategy, beautiful videos, custom photography, and vibrant animations for every corner of the web. We reached and studied each of our different audiences for Sam Adams, Twisted Tea, Truly, and Angry Orchard analyzed our findings and successes and then utilized this data to continually improve and create more impact.

Project Type
Social Editorial
Established
November 2016
Social Content Production

Beer. Cider. Tea. Sparkling.

By the Numbers

2.4M Total Fans
5.2M Social Engagements
26.8M Video Views

Samuel Adams

Package Relaunch

Samuel Adams Package Relaunch

Same beer. Bold new look.

To reveal the new Samuel Adams Boston Lager packaging, we created a video focused on highlighting the type and creative around the 6-pack to be used on Facebook, Twitter & Instagram.

The result? This video crushed our results projections and resonated positively among users.

Project Type
Brand Video
Video Views
70.4K
Samuel Adams
Samuel Adams

Package Relaunch

Craft Mastery
“The product sells itself. It's the social content that makes you remember why you love Sam Adams" Audrey Matthias, Director of Strategy

Rebel IPA

A Rebel Reborn

Rebel IPA

Find the Rebel Inside

While developing concepts to announce updates and additions to the Samuel Adams line of Rebel beers, A pack of Rebels, we focused on the brand tagline that encompassed the energizing spirit symbolized by the iconic eagles on the packaging: “Find the Rebel Inside.”

So as to more precisely highlight the triumphant rebirth of Rebel, we crafted a visual metaphor of Rebel’s new look rising from the proverbial ashes of yore.

Project Type
Campaign
Rebel Reborn
Rebel IPA
Rebel Reborn
Rebel Reborn

Rebel IPA - Reborn

Rebel Reborn

Epic Bottle Shots

Family of Rebels

Creative Profiles

As we aimed to inspire our drinkers to Pursue Better and Find the Rebel Inside, we developed lifestyle content that showcased profiles and elevated individuals Finding the Rebel Inside, pursuing the best versions of themselves and their work. Our lifestyle content tastefully associated the values and work that our individuals pursued with the relevant Rebel product, primarily by way of our inspiring individuals enjoying a cool refreshing Rebel as a reward for hard work done well.

Our video series “Creative Profiles” highlighted interesting people contributing to the culture and rebellious personality of Samuel Adams.

Rebel IPA
Rebel IPA

Illustrator Joe Dion

By the Numbers

661K Video Views
1.8M Social Reach
7% Engagement Rate

Samuel Adams

Seasonal Selections

Year Round

Samuel Adams Seasonal Selections

We built campaigns to make splashy announcements for the release of Fresh as Helles, Hopscape, and Summer Ale that set the tone for the release of seasonals to come.

Hopscape and Fresh as Helles were simultaneously limited, bold, and dynamic brews. We developed spots to announce their availability to our drinkers through evoking a feeling and emotional experience around the beers.

Sam Summer, in its range of packaging, symbolized the mood and the energy of summer. Occasionally airy, often sticky, and – if you’re lucky – deeply affecting. Through strategic strikes of art and copy, we made Sam Summer Ale the beer of Summer 2017, representing the dynamic range of feelings unique to those 3 months with two primary story-telling goals: “Take Me With You” and “Colors of Summer”.

Enjoy the Colors of Summer
Enjoy the Colors of Summer

Samuel Adams Summer Ale

Sam Summer Ale

Here's to Summer

To publicly launch, promote, and support the release of Sam Summer Ale we developed evocative, customer-facing creative directions bolstered by a corresponding influencer strategy.

A series of product-focused limited motion visuals highlighted the unique Colors of Summer packaging by featuring the bottle or can in a monochromatic environment, surrounded by summertime objects. We created one composition per bottle/can, per color speaking to the emotions and activities each package design evokes.

We also tapped influencers to take their own “Summer Ale” photo. We then leveraged their photos to post on our channel in addition to getting the phrase #SamSummer out there on influential feeds.

Sam Summer Ale

Colors of Summer

Orange Blossom & Honey Malt
Orange Blossom & Honey Malt

Fresh as Helles

Get Fresh As Helles

Take Hold of the Seasonal

To promote the seasonal availability of Fresh As Helles, a helles-style lager brewed with orange blossom and honey malt for a slightly citrus + sweet flavor, we leveraged the iconography of the flower and the skull to draw attention to these qualities of the beer and those who drink it. Think Martha Stewart meets Snoop Dog.

We also tapped influencers to take their own “Fresh as Helles” photo (the beer at a concert, at a tattoo shop, etc). We then leveraged their photos to post on our channel in addition to getting the phrase #FreshAsHelles out there on influential feeds as well.

Fresh as Helles

Influencer Content

Find Your Hopscape
Find Your Hopscape

Sam Adams Hopscape

Seasonal Stats

22.6M Social Reach
24.2M Social Impressions
2.7M Video Views

Samuel Adams

The Nitro Project

Sam Adams Nitro

A lot can happen in 45 seconds

When Boston Beer Company asked us to help launch their new line of innovative Sam Adams Nitro beers with an online video series and national TV spot, we decided to pit the mesmerizing cascade of their beers against a series of competitors vying for your attention.

Our knowledge of internet culture and social memes helped us to concept the video series that actually utilized the beer’s cascade time as our “timer”. We wanted to keep the narrative short and easy-to-follow while ensuring the slow, bottom-up cascade that sets this style of beer apart from its carbonated peers, remained the hero. To execute this, we used a purely white background with minimal set textures to give an experimental feel to the video and ensure the beer, our protagonist, and our four-legged-distractors were the focus.

We worked with the Washington Animal Rescue League to recruit some of the cutest adoptable talent around. (No seriously… adopt them.) The commercial aired nationally for the first time during Animal Planet’s Puppy Bowl.

Pups
8
Video Views
238K
Sam Adams Nitro
Sam Adams Nitro

Lights. Camera. Puppies.

tune out the digital noise
Our goal was to pit the mesmerizing majesty of a Sam Adams Nitro pour against the inundating distractions of the internet—an avante garde approach to saying, "tune out the digital noise, enjoy the subtle weirdness of this beer in front of you." This tension really comes through in the final piece, supported in a large part by the incredible footage we captured, the focused execution of the edit, and the quality talent (puppies included) we worked with." Mike O'Brien, Director
Sam Adams Nitro Puppies

Behind the Scenes

Twisted Tea

Tailgate Hacks

Twisted Tea Tailgate Hacks

Backyard Origami

It only takes 5 seconds to twist your tailgate. We highlighted different ways Twisted Tea cans, boxes and caps can be manipulated to enhance your NASCAR watching or tailgating experience.

This video series entertained both our current audience and NASCAR fans alike, with a visual aesthetic that bridged the gap between the ruralite and urbanite. The videos were a series of jump cuts showing key steps in the making of each tailgate-hacked product. The videos were short (<10 seconds) and product-driven to keep people’s short attention-span on social.

Project Type
Campaign
Social Engagements
109K
Twisted Tea Tailgate Hacks
Twisted Tea Tailgate Hacks

Bag 'n Box Ice Blocks

Twisted Tea Tailgate Hacks

Brewbility Belt

Ever dream of carrying around a six-pack with no hands? Here’s proof that dreams do come true.

Editorial Content

Twisted Tea

Twisted Tea

Be a Little Twisted

Twisted Tea audiences know what they want and since we love Twisted Tea, we know how to meet quirky with creative.

#TwistedTea

Editorial Content

Angry Orchard

Angry Orchard

Branch Out

We created a brand presence that personified the vibrant personality of Angry Orchard using three main pillars: wild, tart, and refreshing.

The results

2 Campaigns
+19.2K Fan Growth
1.1M Social Engagements

#HardCider

Editorial Content

Truly Spiked & Sparkling

Truly Spiked & Sparkling

Live Truly

We created a brand presence that personified the vibrant personality of Truly using three main tones: vibrantly inspiring, accessibly artful, and creatively charming.

Fan Growth
+12.6K
Social Engagements
494K

#TrulySparkling

The Boston Beer Company x ISL

The Journey Continues

The Boston Beer Company is an inspiring company to work for and we’re very excited to continue telling the story of their integrity, passion and beverage-making excellence to the world.