Elaine Gillespie

Junior Planner

Irish International BBDO

elainedgillespie@gmail.com

ie.linkedin.com/in/elainegillespie

The AmbitionBuild a fame gaining campaign for Sam Adams incorporating the 2016 Olympics. Grow sales of Samuel Adams in the UK by end of September 2016.Adoption of Samuel Adams into the repertoire of UK craft drinkers.

What I needed to doUnderstand craft beer drinkers & identify an opportunity for Samuel Adams to enter their consideration.Then review the opportunity to see how we can optimise the sponsorship of the Olympics.

Who are craft beer drinkers?

The Enthusiast

Hard core craft drinkers, driven by story & variety

The Explorer

Looking to try new things, driven by taste, experience & recommendation

The Loyalist

Want a craft beer that they know they can find with ease

Who are craft beer drinkers?

The Enthusiast The Explorer The Loyalist

Selection

Frequency

Location

MotivationsANTI ESTABLISHMENT

THEY CHOOSE THEIR GO-TO BEER CAREFULLY

THEY CHOOSE THEIR GO-TO BEER CAREFULLY

PREFER COMMUNITY MINDED BRANDS

AT HOME OR FRIEND’S HOUSE

UNUSUAL FLAVOURS AND AROMAS

LOOK FOR RECOMMENDATIONSConsideration

THEY LIKE TO EXPERIMENT & TRY NEW

FLAVOURS

THEY RESEARCH THE HISTORY OF THE BEER

AT HOME, IN THE PUB OR AT A CRAFT BEER EVENT

IN THE PUB

WEEKLY TWICE A MONTHFEW TIMES A MONTH

https://anthonygarver.files.wordpress.com/2013/06/buyer-behavior-craft-beer-project.pdf

https://www.brewersassociation.org/communicating-craft/6-characteristics-of-millennial-beer-drinkers-you-need-to-know/

What connects them?‣ They actively seek alternatives to the

big brewers like AB or Diageo.‣ Craft beer affords them easy

opportunities to experiment and express their individuality.

‣ Choosing craft beer helps them feel good about supporting their community and small businesses.

‣ However, all of this comes at a price….

http://www.bbc.com/news/business-35120401

…experimentation with smaller craft beers brings inherent risk that has the potential to affect a big night adversely.

My favourite craft beer isn't sold in this pub/shop - what can I have?

If I choose the wrong beer I could be left dry at my friends house/I will have wasted money in the pub.

If I make the wrong choice I will become unnerved and will decide to default to a big brand beer that doesn't represent who I am.

Insight

Craft beer drinking can feel like playing Russian roulette with your night out. Craft beer drinkers need a lower risk go-to beer that they can rely on without sacrificing their beliefs.

Let’s not pretend that Samuel Adams can hide its scale and convince craft drinkers that it is small to be credible. Instead let’s leverage our large scale and availability and show how it, and our absolute dedication to holding on to our craft beer heritage, means we could and should be that go-to craft beer.

Opportunity

Craft beer drinkers love supporting the small independents but get nervous at the lack of scale and availability that comes with always choosing a smaller brand.

The Idea

Sam Adams is unashamedly a big beer that remains actively committed to retaining and nurturing its craft beer credentials.

The Olympics gathers the worlds best amateurs to compete at an epic scale.

“Power to the little guy” Lets celebrate the brilliant things that anyone can do

when they do something they really love.

Samuel Adams is a success story with humble roots, he was the little guy at one stage and to this day actively supports other little guys.

Reasons to believe

Craft beer drinkers are ambitious and successful people, they see themselves as the little guy done good.

Craft beer drinkers want to connect with businesses who give back to their community, so this is an opportunity to highlight what Samuel Adams is doing.

Olympic athletes are the worlds best amateurs and are the sporting equivalent of what Samuel Adams has achieved in a craft beer.

What does this mean? To show their support of the little guy in the craft beer community and create fame for Samuel Adams we will create a rousing campaign which will sees Samuel Adams as the big beer which supports small craft breweries.

Using the theme of the Olympics, we are going to create the “Craft Beer Olympics* that encourages people to become craft brewers in their own right and helps us to champion smaller craft brewers at the same time – using our altruism to create affinity and adoption for Samuel Adams.

We will partner with Buzzfeed as our main media channel. With them we will create a series of videos that launch the campaign and create new-news throughout with additional content.

To create opportunities for content capture there will be experiential activity, as well as off-trade and on-trade shopper marketing support (although that might be ex-budget!)

“Power to the little guy”

*Working title only as we won’t really be able to call it this.

Activation

The Beer Olympics We will hold a launch night in UBrew, London to announce Samuel Adams sponsorship of the “little guys” this summer with the inaugural Craft Beer Olympics, at the end of August .

To get maximum reach, from then we will encourage people to take part via content distributed by out media partner – Buzzfeed – and involvement with other influencers.

Throughout the Olympics we will create new news around our campaign.

The 4-pack 6pack

Distributed in off-licences branded 6-packs of Samuel Adams will actually only house 4 bottle of our product with 2 left for customers to use to trial two other craft beers of their choice. Tapping into their need to experiment and support the small guys with the safety of the big guy.

A partnership with Shazam will also be activated by placing scan images on packaging and posters in off licences and pubs. This will act as a recruitment tool for the Craft Beer Olympics.

Lesser known sports will be the theme of additional content promoted via Buzzfeed articles and content on social.

This shows Samuel Adams supporting sporting “little guys” too.

We will run a bus tour across the UK, giving people a chance to try the sports and take part in heats for the for the Craft Beer Olympics, where we will select the best brews to be judged by Jim Koch at the Beer Olympics final in London at the end of the real Olympics.

Throughout we will collect content for online consumption.

Primary Activity Secondary Activity Shopper activities

MEDIA PARTNERS: BUZZFEED, UBREW, SHAZAM, UNTAPPD

SOCIAL INFLUENCERS:@TOTALCURTIS, @HONESTBREW, @BBBT_BEBETTER, @MELLOWMATTERS, @MORNINGAD, SCROOBIUS PIP

June - July BeyondSeptember

SET UP SAM ADAMS AS

SUPPORTING THE LITTLE

GUY

PROVE THAT SAM ADAMS SUPPORTS THE LITTLE

GUY

CELEBRATE SAM ADAMS SUPPORTING THE LITTLE

GUY

SAM ADAMS CONTINUES

TO SUPPORT THE LITTLE

GUY

Release Buzzfeed lesser known sports content.

Craft Beer Olympics launch at UBrew with release of online recruitment video.

Bus tour announcement via online video.

Develop a campaign which allows Samuel Adams to continue to support the little guy.

opening night closing night

Craft Beer Olympics final in UBrew.

Post Olympics video content shared via social

Recruitment for Craft Beer Olympics shared via partners online, 6 pack distribution

Release of Craft Olympic winners details.

Bus tour updates and information on lesser known sports continually shared via social

A phased timeline.