Sure it’s a Jacket/Fleece with a logo on the sleeve, but it did more than keep people warm, it helped launch a brand.
Boston Beer Company/Sam Adams was getting ready to launch their first West Coast Style IPA in the company’s history. In a rapidly growing and already crowded category of India Pale Ale’s, Boston Beer wanted to provide sales folks with a nice jacket that reflected the essence of the brand, provide a quality garment that sales people would “want to wear,” keep it at a price point that was economical and oh yea, needed something in two weeks.
What’s that old advertising saying? Good, Fast and Cheap, pick two? Well for this assignment we nailed all three. Provided over 500 jackets in two weeks and created some very happy sales folks.
The jacket was a rallying point and something that kept the brand on sales folk’s top of mind when presenting the brand to retailers. The jackets went over so well that some of the sales team actually traded their jackets with their retailers for 200 case displays.
Now that’s a cause worth rebelling for.