Hasta La Creative!

At Welch’s Lysyj recently oversaw a campaign by Barton F. Graf targeting Gen X men. The effort, called “Tough as Grapes,” included a darkly-lit spot touting grape juice as containing “the world’s toughest antioxidants” by showing a man whose face is splattered in juice.

Lysyj was at Heineken while the brand ran an image-conscious global campaign called “Open Your World” that was praised in the creative community.

In a statement today, she said: “I am thrilled to be joining The Boston Beer Company and returning to the beer industry. I have long admired and respected what Jim Koch and his leadership team have accomplished to date building a portfolio of brands and remaining true to brewing the highest quality beer.”

Continue reading at AdAge.com