A new campaign for Sam Adams’ new Boston import beer aims to build awareness and sell consumers on the product as it hits shelves in Ontario this summer.

The beer, “Wicked Easy,” has moved to target a younger demographic. “With packaging that looks more like a craft beer and zero awareness of the product in this market, we needed a campaign to communicate just how approachable ‘Wicked Easy’ beer really is,” explains Jeff MacEachern, CCO at Arrivals + Departures, which worked on the launch campaign for the new brand.

The campaign will be leaning on the Boston accent made famous in movies to grasp their targeted audience. “Much like Bostonians, the beer is hardworking yet laid back, gritty yet down to earth, sophisticated while keeping it simple,” MacEachern says.The campaign launched earlier this summer and will run through September 20th on digital video, paid social and OOH, which included a digital display truck that circled the Rogers Centre during the Blue Jays/Red Sox series earlier this month.

In addition to Arrivals + Departures on creative, Sam Adams worked with Media Experts for planning and buying and Craft for the PR in Quebec.