@SamuelAdamsBeer has a new wokety woke mask/vaccine commercial. Perhaps change your slogan to “the beer of sheep.” You are disgracing the name of an American patriot. Sam Adams is officially the drink of Marxist beta males. -@MikeAre2
Sam Adams’ core drinkers—white males in their late 20s and 30s—were among the least likely Americans to get vaccinated against COVID-19. Sam could have ignored the issue.
Instead, Your Cousin From Boston dropped his pants on national TV and got vaccinated in a first-of-its-kind comedy PSA. And we offered anyone who got the shot a free beer, becoming the first beer brand to do so weeks before Budweiser.
Some networks refused to air it. YouTube delayed promotion due to controversial content. An army of antivax trolls attacked Sam. But the campaign went viral with coverage across Fox News, MSNBC, USA Today, and The Tonight Show while racking up 14 million organic views.
We may have lost some drinkers. But I’ve never been more proud of a campaign.
Awards: Effie BRONZE
Case Study