Revitalizing Sam Adams in the ever-evolving digital landscape, we embark on a transformative journey.
The Ask:
Create a fresh brand voice and tone across all digital/social channels for the lager that lead the craft beer revolution.
The Answer:
Embracing the new digital world, we sought to reshape and redefine the essence of Sam Adams, infusing it with contemporary appeal and engaging experiences that resonate with today's tech-savvy consumers.
First order of business, a complete scrub of all content on the existing Instagram, facebook and twitter. What emerged was a distinct and unobstructed path for the brand to embrace a modern identity, aligning themselves authentically with the true essence of their customers.
Placing a paramount emphasis on ingredients and unwavering quality, conveying this message required beginning with the individual who first created it.
The Work:
Our chosen direction revolves around founder Jim Koch, mirroring the approach he initially took in the beer's advertisements that propelled the company to meteoric heights. By placing Jim at the core of our narrative, we honor his vision and rekindle the spirit that propelled Sam Adams to its remarkable success.
The “terroir” campaign was developed focusing on the hops roots, and the land they are grown deep in Germany.
Each year, the brewery sends a team to that country's Hallertau region and hand picks the hops that will be used for the coming year.
We sough to recreate this moment to demonstrate the brands deep commitment to cultivating the very best ingredients, to produce the very best craft beer.
CREDITS
Client - Sam Adams
Agency - Anchor WW
EP - Sebastian Eldridge
Producer - Saxon Eldridge
CD - RG
Copy - Jeremy Leder
