Samuel Adams' 'Your Cousin From Boston' is Getting Vaccinated

Sam Adams’ 'Your Cousin From Boston' character isn’t the brightest bulb in the shed. But even he’s getting vaccinated against Covid-19.

As COVID vaccines become available to more Americans this spring, it’s no longer accessibility that poses the greatest challenge. It’s hesitancy. With 1 in 4 Americans not planning to get vaccinated, challenger Samuel Adams enters the conversation to help combat skepticism amongst drinkers with humour.

'Your Cousin From Boston Gets Vaccinated', shot at Boston’s Fenway Park’s actual vaccination site, was created by Goodby Silverstein & Partners and is meant to do more than entertain, with the lovable cousin leading by example in his signature comedic style. He demonstrates to drinkers how getting the vaccine can be wicked easy.

“Humor can be a powerful tool. We’re in a position to make something as important as the COVID-19 vaccine more approachable, especially for someone who may be intimidated,” said Lesya Lysyj. “What we all have in common is our desire to get back to safely sitting at the bar with our friends, sharing a beer. Imagine if our younger, more social drinkers see this and think: if Your Cousin from Boston can get vaccinated, so can I.”

Starting on April 12th, Samuel Adams will cover the cost of a beer for the first 10,000 drinkers who share evidence of their vaccination on social media. Eligible drinkers can share proof of vaccination like an 'I’m vaccinated' sticker or bandage photo with the hashtag #ShotForSam on Instagram or Twitter to receive $7 cash via Cash App to cover a Sam Adams of their choice from their favorite local bar or restaurant. Participants can also tag @SamuelAdams in social posts in addition to the hashtag for the #ShotForSam CTA.

“This might be the first spot to show young people what a post-vaccinated world could look like. Jokes aside, that’s a powerful message,” said Jeff Goodby, co-founder and co-chairman, GS&P. “With vaccine skepticism lingering, Sam’s bold approach might be just what the doctor ordered.”

Vaccine awareness is the latest effort from the brand who has been at the forefront of COVID-19 relief since the beginning. This March marks the one year anniversary of the launch of their direct economic relief effort, the Restaurant Strong Fund, which has raised over $8M in funding and provided nearly 7,500 grants to impacted industry workers to date.