BOSTON--"Taste the revolution" will be the theme of ads from McCarthy Mambro Bertino here, supporting next week's launch of Samuel Adams Light, the latest offering from Boston Beer, according to a representative at Boston Beer Co.
Ads introducing the new super-premium light--which is being launched in Rhode Island and Portland, Maine -- will begin appearing this month. TV, radio, print and outdoor efforts will stress the beer's good taste despite having a mere 128 calories.
It is being positioned as a superpremium tradeup from premium light brands like Miller Lite, Bud Light and Coors Light. The premium light beers are the biggest segment in the beer category having grown 5-6% since 1996 to 66.25 million barrels.
Boston Beer spends about $15-20 million annually on ads.
Boston Beer has in recent weeks solicited creative ideas from other agencies for its Sam Adams brand, sources have said [Adweek, July 2]. As yet, however, MMB has not been placed on notice nor has a full-blown review been launched.
Recent ads for Sam Adams were tagged "The world's most award-winning beers" and were crafted by McCarthy Co. That entity, led by Joe McCarthy, in the spring, joined with Boston-based creative executives Jamie Mambro and Fred Bertino to form MMB. The shop, employing about 25 people, recently won Jiffy Lube.