Triggerhouse

Samuel Adams: Happier Camper Tour 2018

Nationwide

Challenge

Support the national release of Samuel Adams's newest product, Sam ‘76, through sampling initiatives that encourage adoption, trial, and engagement among active and adventurous lifestyle consumers.

Approach

Trigger(House worked closely with the Samuel Adams team to plan and execute two sampling tours that focused on driving trial at top summer hangouts—from food and music festivals to sporting events and road races. The pop-up sampling experience was housed in two converted Happier Camper trailers, each outfitted with a 4-tap kegerator and a custom side-access serving window. Trigger(House oversaw all tour logistics including staffing, routing, inventory management, recapping/reporting, trailer maintenance, and event logistic/planning. Tapping into the local sales team for event sourcing support, these on-the-go, compact, and efficient sampling vessels toured within the New England, Midwest, and West Coast regions.