Goodby, Silverstein, & Partners

Sam Adams

The Ask: Craft innovative strategies to authentically engage Gen Z and inspire their excitement for the Sam Adams brand.

• The Gen Z effect is increasing when it comes to social media influence on fragrance purchases.

• Ages 13-26 rank highest when it comes to heavy fragrance usage at least three times a week.

• Aroma Triggers an immediate dopamine release and immediate reactions such as pleasure or aversion.

Solution: Aroma matters to Gen Zers. Create a can that allows them to better access the aroma of what they are drinking.