Soul Searching For Samuel Adams

McCann-Erickson Stresses ‘What’s Inside’ in $15 Mil. First Effort
BOSTON–McCann-Erickson Worldwide shoots for the soul of the Samuel Adams drinker in its first campaign for Boston Beer Co.
The tagline “It’s what’s inside” refers to both the lager and the consumers who drink it, said Boston Beer founder Jim Koch.
“The fundamental idea feels right to me. It’s about the beer and the drinker and it evokes where we came from,” said Koch. “In 1984, all we had was what was inside those bottles and we believed in our ourselves.