Sam Adams New Beer Ad Omits the Creator

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No, This Isn’t Another Mountain Dew Mistake

Any time an advertiser uses some thing as symbolic as the United States Declaration of Independence for the basis of its ad, there is bound to be some controversy.

“All men are created equal,” says the actor in the latest Samuel Adams Boston Lager TV commercial. “They are endowed with certain unalienable rights: life, liberty and the pursuit of happiness.”

While we whole-heartily agree, that isn’t exactly what our founding fathers wrote. The original text reads, “We hold these truths to be self-evident, that all men are created equal, that they are endowed by their Creator with certain unalienable Rights, that among these are Life, Liberty and the pursuit of Happiness.”

Leaving out the Creator has caused a bit of stir among Sam Adams drinkers. One person wrote on the beer’s Facebook page, “Your beer isn’t that good that you can trash the Declaration.”

Was the Boston Beer Company in the wrong or staying within industry standards?

In response to the controversy, they issued the following response, “We adhere to an advertising code, established by the Beer Institute –- a beer industry trade organization — that states, ‘Beer advertising and marketing materials should not include religion or religious themes.’ We agree with that, and we follow these guidelines and approach our marketing with the utmost responsibility.”

By Marc Apple


By Marc Apple

Marc Apple is recognized as a leader in the marketing industry and has 20+ years of experience helping businesses of all sizes improve their digital marketing. He specializes in website design, SEO, social media, and paid search programs. He is a frequent contributor to other marketing websites and speaks regularly about marketing to small business owners and startups. To learn about Marc and to contact him, visit his author bio page.


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