Sam Adams Looks To Bond In TV Campaign

There’s a bright future in every glass of Samuel Adams beer. That appears to be the message crafted by Minneapolis agency Carmichael Lynch in a pair of TV commercials for the Boston Beer Co.
The 30-second spots, which seek to forge an emotional connection between product and consumers, feature 20-something males who are able to envision better futures–more fulfilling personal lives, success in their careers–after they open a Sam Adams. The tagline: “All in due time.”
John Chappell, vice president of brand development for the Boston-based client, said the ads attempt to show the link between the quality of the beer and the quality of life that Sam Adams drinkers are striving for. The effort includes national cable, regional and spot TV buys and is believed to be the biggest ad push in Boston Beer’s history. Sources estimate that the client has allocated as much as $15 million to media spending through Media Buying Services in New York. Boston Beer has not revealed how much it plans to spend.
The campaign, which broke last week and will likely run through much of the year, represents a departure from recent Sam Adams efforts, which used the tagline, “A better glass of beer” and often depicted bizarre storylines, such as a man tossing a bottle cap to stop a purse snatcher.
Boston-based Gearon Hoffman, a roster shop of Boston Beer for more than 15 years, handles advertising for the client’s new brands such as LongShot microbrew and HardCore cider.
–with Gerry Khermouch