Campaign details
Campaign: Your Cousin from BostonBrand: Sam AdamsAgency: Goodby, Silverstein & PartnersMarket: US
Market background and context
Sam Adams was facing a new wave of challengers
- The flagship brand of the Boston Beer Company, Sam Adams was once a category leader in craft brewing.
- However, competitors like niche craft breweries had saturated the market and eroded the brand’s former market position.
- Sam Adams had lost market share, with a decline in sales for the last five years.
Finding new relevance was critical
- For years, Sam Adams’ advertising strategy centered on co-founder...