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Mccann Breaks Broadcast Effort For Boston Beer’s Flagship Brew
BOSTON–McCann-Erickson Worldwide shoots for the soul in its first campaign for Samuel Adams.
The tagline, “It’s what’s inside,” refers to the lager and the drinker, said Boston Beer founder Jim Koch.
“The fundamental idea feels right to me,” Koch said. “It’s about the beer and the drinker and it evokes where we came from. In 1984, all we had was what was inside those bottles and we believed in ourselves.
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