Sam Adams - updating a super hero

Revitalizing established brands is difficult, especially when it has to be achieved without destroying key brand equity and consumer loyalty. The redesign of Samuel Adams Boston Lager formed the pivot of a complex marketing brief to keep pace with emerging attitudes and changing perceptions. 'America's World Class Beer' needed to modernize elements of its identity without alienating regular drinkers. The Boston Beer/Webb deVlam strategy and creative solution has successfully extended the brand's appeal, retained the affection of loyal drinkers and contemporized the product.

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