Boston CMO on New Truly Ads: When Building a MegaBrand, Go Big

Dear Client: Today, Boston Beer finally gives drinkers a look at its new Truly Hard Seltzer campaign with Keegan-Michael Key.  In five 15-second spots, the comedic actor uses, at turns, vodka, whiskey, scotch, light beer and wine for everything but drinking, as his quaff of choice (at least, in the commercials) is now Truly. Each commercial has Keegan telling viewers to "find a new use for your old drink."  In one spot, for example, he pours a "light beer" into