We needed to attract a younger demographic and reposition the brand as a “premium import”. Built for the Québec market with a French first focus, the campaign sets out to reposition Samuel Adams Boston Lager as the premium import beer, from Boston. We discovered an unexpected parallel exists between the Bostonian spirit and the essence of the Québécois. We saw an opportunity to amplify this rebellious, gritty spirit to carve out our own place within the ‘premium’ import category. Breaking premium import beer ad conventions, the brand platform Premium pas precieuse, (Premium, not precious) reframes the premium, yet casual nature of the beer.