APSOTW

1. UK BRAND LAUNCH STRATEGY

2. The Brief
Launch Samuel Adams during the
Rio Olympics as the craft beer of
choice in the UK.

3. The Challenge
The challenge is to kick start brand consideration, build
fame and get the brand talked about.
We want to position Samuel Adams at the front of mind
for the audience during the Rio Olympics.
A key problem to overcome is the fact that a recent study has
shown more people to associate the wrong brands than the
ones actually sponsoring big sporting events. i.e. more people
associate Nike with Euro 2016 than official sponsors
Carlsberg or McDonald's. Therefore more than ever brands
need to find meaningful ways to reach the audience.

4. Everyone has dreams and
aspires to succeed.
For Millennials times are hard and they just want to
live a successful life without compromising their
dreams.
Insight

5. Proposition
A beer for the modern British
drinker: The dreamer, thinker,
do-er, maker.
The role of Samuel Adams in the consumer’s lives

6. Sam’s Great Dreamers
The Idea: Our aim is to get the nation thinking about
their hope and dreams. Through Sam Adams we
want to tap into this and help grant the nation’s
dreams one small wish at a time.
Manifesto: Sam Adams wants you to brew your own
dreams into a reality.

7. Dreams can be reality
Harness the mood of the nation: The Olympics in general are a time in which
people come together and celebrate each other's sporting achievements,
collective desire to win and succeed. Feats of athleticism can be very aspirational.
The desire to succeed and dream is universal.
Finding the dreamers
Use an algorithm from Olympic tweets to find the dreamers of the UK and award them
prizes to the games (‘10 tickets per session per sports event to use for prizes’)
Categorising their hopes & dreams
Dreamers & Thinkers
Target people who talk about their
hopes for the #future #wanderlust
#Travelling
#brains #blogger
#pensive #article
Do-ers & Makers
Find the organiser (there’s always
one in every group) #plans
#weekend #fun friends
Find people who talk about stuff
they’ve made #building #design

8. Building fame for Samuel Adams
Media Strategy
Target both men and women in print and focus the
digital native content and display activity at male
skewed platforms to drive further interest.
Experiential activity to increase broad awareness
of campaign. Social as the ‘always on’ element.
Earned media from the shared #brewingthedream
on Twitter and Facebook.

9. Media Partners
Everyday The Metro reaches
3.3million readers everyday of which
815,000 are ABC1 Adults 18-34*
Everyday The Evening Standard
hits 1.9million readers of which
530,000 are ABC1 Adults 18-34.*
GQ.co.uk hit 1.6m unique users in
March 2016 in the male 18-34
ABC1 audience bracket.**
Buzzfeed.co.uk hit 1.9m unique
users in March 2016 in the male18-
34 ABC1 audience bracket.**
*NRS PADD-Print & Digital – NRS Oct 2014 – Sept 2015 + comScore Sept 15
**comScore March 16
Snapchat has 100m
users globally with
BuzzFeed being one of
the most popular
content/ media owners

10. Metro and Evening Standard print partnership front page strips and
OBC on Sport Metro page on day of TX
GQ.co.uk digital display activity around peak commuter hours (mobile only)
Social - “Whats Your Dream?” Shareable hash tag to win a trip to Boston #brewingthedream (x3 winners)
Another competition supported by native content:
(x10) Win your dream Olympic party: 3 crates of Samuel Adam’s + £250 cash
Native Videos – George Lamb and Jim Chapman presenting compelling content sponsored by Samuel
Adams. Buzzfeed and GQ Video
Experiential – Product showcase and trial at Waterloo + Kings X station at evening commuting time
(stations where we know commuters have a longer journey time and often enjoy a beer on the way home)
Branded Content – Hand out a free branded Olympics listings guide/ chart sponsored by Sam Adams
showcasing the big games in the competitions.
The Big Ideas
(or a couple to wet your interest)

11. High impact Native Video
Buzzfeed & GQ – using
Youtubers & influencers
Print Partnership
Metro – OBC Sport
Evening Standard – FH
Mobile
GQ Display Ads
around peak
commuter hours
Social Amplification
#brewingthedream
Competition on Twitter
Experiential
Showcase & trial at
tube stations during
campaign launch in the
evening rush hour*
Engagement and Discovery
Branded Content
*+ Provide free guide
of the Games for your
Fridge/ wall/ wallet
Broadcast launch
Metro - Front Page Strip
Evening Standard – Front Page Strip
Snapchat Discover
Takeover Buzzfeed’s
Discover channel

12. Engaging content delivered at scale
Draw consumers into the story with highly engaging
sponsored content and native videos:
Serialised video embedded native content themed
supporting the road trip to discovery.
Who will present the videos?
Talent: George Lamb (Buzzfeed) or Jim Chapman (GQ).
Both have massive followings and represent the new
young British male, a new kind of national
treasure/influencer.
Sponsored Content
GQ Video
Video embedded nativeVIDEO 1:
George Lamb to present ‘dream’ trip to
Boston to 3 lucky winners in videos
+ ask people what their dreams are,
give out crates and £
VIDEO 2:
Jim Chapman on how to
throw a stylish American
themed Olympics party:
snacks, decorations, beer
pong etc
High impact Native
Video
Buzzfeed & GQ – using
Youtubers & influencers

13. Buzzfeed Snapchat Takeover
#brewingthedream
#brewingthedream
What's your
dream?
Snapchat 3V formats in the Discover channel to reach an even
bigger audience. We can utilise some of the assets already filmed
with the talent for the Buzzfeed native video piece.

14. $400,000 = £276,000
Investment Schedule
Campaign phasing: The games start Aug 5th and run to Aug 21st so the
best way to spend the money is to start big in print for awareness and then
use social and video to extend the message throughout the campaign.

15. Appendix

16. Audience
We know that craft beer is on the rise in the UK and that young
urbanites are drinking more craft beer than ever before.
One of the main audiences we want to target are ABC1 18-34 men as
we know this is the biggest group of consumers of craft beer in the
UK.
This audience is also going to be the most interested in the Rio
Olympics. They will be planning on watching and has a genuine
interest in the games. This audience crossover will ensure for
maximum reach with the channels picked to hit this market.

17. ‘Steve’
Sam Adam’s
target UK consumer
(18-34 ABC1 man)
*TGI Clickstream GB 2016 Q1 (Oct 2014 – Sept 2015)
“Sport is one of my
favourite forms of
entertainment”
“I aspire to fulfil my life
dreams before I’m 40”
It’s worth paying extra
for good quality beer
(index160)*
Outside the home I
drink watching sports
(index 216)*
Print media favoured
by this audience are:
GQ, Evening
Standard, Metro, Total
Film and Men’s
Health*
“Rio Olympics - always a great sporting spectacle,
and the chance to see many sports not normally
covered by the mainstream media”
I drink beer/lager/ale at
home whilst watching
sports (index 165)*
“I often think about the
next stage of my life”
Media channels I
consume the most
are Internet and
Outdoor. Press also
still plays an
important role in
my life*
My favourite TV
programmes are:
Match of the day,
Game of Thrones
and Top Gear*

18. 2015 was a difficult year for Samuel Adams, with growth slowing significantly in the US as the
rest of the craft beer industry has been quickly expanding. We aim to make the UK its next
biggest market with this integrated plan.
“One of the problems is that Samuel Adams has got too big and
familiar to be considered an ‘authentic craft’ by some elitist beer
connoisseurs, yet it isn’t hefty enough to have the cost advantages
of big brewers.”*
By educating the market with what Samuel Adams is and offering it
as an authentic alternative to other craft beer to be enjoyed during
the Olympics and months that follow we can drive awareness and
ultimately capture a new consumer for Samuel Adam’s in the UK.
*Wall Street Journal- Attitudes Towards Craft Alcoholic Drinks, UK – February 2016
Consumers are likely to become increasingly demanding of brands which
claim to be ‘craft ,and the onus is on the brands to ensure that they can
provide clear evidence of their craft credentials.**
**Mintel- Attitudes Towards Craft Alcoholic Drinks, UK – February 2016
Market

19. Insight
Jim Koch is the founder of Boston Beer’s Samuel Adams
and a sixth generation brewer himself who followed his
ambition to start a business and brew craft beer
Consumer
BrandMarket
Brewing your
own dreams
into a reality
(Brand loyalty
begins with
shared values)
There is no other
beer in the market
talking to consumers
like this
Position this beer as the drink for
dreamers, thinkers, do-ers, makers.
Just like ASOS has launched a
talent competition for emerging
designers, Sam Adams could
champion the everyday dreamer,
thinker or creative. Sam Adams
could also give away free gallery
tickets or design classes as prizes.
Helping inspire the next generation
of thinkers and dreamers.

20. By Liana Rosenberg