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.
“The product sells itself. It's the social content that makes you remember why you love Sam Adams"
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.
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.
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”.
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.
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.
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.
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."
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.
Ever dream of carrying around a six-pack with no hands? Here’s proof that dreams do come true.
Twisted Tea audiences know what they want and since we love Twisted Tea, we know how to meet quirky with creative.
We created a brand presence that personified the vibrant personality of Angry Orchard using three main pillars: wild, tart, and refreshing.
We created a brand presence that personified the vibrant personality of Truly using three main tones: vibrantly inspiring, accessibly artful, and creatively charming.
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.