CLIENT
Boston Beer Company
Matt Withington, Director of Marketing
Monica Chavez, Chief Marketing Officer
Dave Burwick, Chief Executive Officer
AGENCY
Goodby Silverstein & Partners *Lead Agency
John Thorpe, Director of Brand Strategy
Stephanie Bousquet, Brand Strategy Director
Marisa Perazzelli, Senior Brand Strategist
Caitlin Neelon, Communication Strategy Director
AJ Warren, Associate Creative Director
Brett Beaty, Associate Creative Director
Matt McNulty, Associate Creative Director
Rachel Stermer, Account Director
Jeff Goodby, Co-Chairman
Kate Colantuono, Account Manager
Nolin Solis, Associate Account Manager
Leila Gage, Director of Broadcast Production
Matt Flaker, Executive Broadcast Producer
Molly Troy, Broadcast Producer
Bonnie Wan, Partner, Head of Brand Strategy
Christine Chen, Partner, Head of Communication Strategy
Ian Heath, Senior Research Strategist
Nancy Parrott, Quantitative Strategist
Judy Ybarra, Director of Business Affairs
Chrissy Shearer, Senior Business Affairs Manager
Megan Monticone, Photography Producer
MullenLowe U.S.
Hearts & Science
SUMMARY
The challenge: to bring a forgotten beer brand back into relevance. After five straight years of declining beer sales in a saturated craft-beer category, Sam Adams needed to get noticed again. We realized that we could lean in to the hard-to-ignore nature of Sam’s hometown, Boston. “Boston charm” was polarizing—in a good way. Your Cousin from Boston was born, and with him a campaign that helped Sam Adams double the number of young drinkers, reverse a five-year sales decline and create tons of buzz online—all within six months.
