Samuel Adams: #ShotforSam Vaccine Incentive Program

Samuel Adams, an independent craft brewery, encouraged people in the US to get the COVID-19 vaccine.

Situation Analysis

The leading independent craft brewery, Samuel Adams, was actively seeking ways to reposition themselves to a new younger audience and reconnect with drinkers in meaningful ways beyond messaging the quality of their product. In May of 2020, they launched a new character, Your Cousin from Boston, to embody the spirit of their hometown, provoke a sense of familiarity and have some light-hearted fun with the city known for its unapologetic pride, thick accent, and love for its hometown brew. The intent was not to just feature the "cousin" character in advertisements but to inject him into cultural conversations...

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