Yuengling has launched a campaign that inspires consumers to ‘Spread Your Wings.’
The campaign and tagline are designed to engage younger consumers, and it is the first campaign driven largely by Yuengling’s sixth generation – Jen, Debbie, Wendy and Sheryl Yuengling.
In 1829, the Yuengling brewery, originally named the Eagle Brewery, debuted the iconic eagle on its label, and it has remained a prominent part of brand imagery ever since. The ‘Spread Your Wings’ campaign, by Laughlin Constable – recently named agency of record for the brewery – builds on the Yuengling Eagle iconography and centers on its eagle wings to symbolize the unique qualities of the brand and today’s consumers.
“The ‘Spread Your Wings’ campaign represents the values of strength, hard work and resiliency that have been a large part of our success for over six generations,” said Wendy Yuengling, sixth generation daughter, D.G. Yuengling & Son, Inc. “It symbolizes the independent and spirited nature of the Yuengling brand and embodies the energy and passion of our loyal fans, while inviting new drinkers to discover us as well.”
‘Spread Your Wings’ will roll out via a fully integrated advertising campaign including video, audio, out-of-home, print and social media.
Read more at The Drum: http://www.thedrum.com/news/2018/05/14/yuengling-encourages-consumers-spread-your-wings-latest-campaign
D.G. Yuengling & Son is appointing Laughlin Constable (LC) as the independent craft brewer’s new creative AOR following a formal review. Allen & Gerritsen served as the incumbent agency.
LC will develop a multi-year creative platform and campaigns that will include video, audio, out-of-home, print, social media, on-premise and retail. The remit includes all of Yuengling’s products, and will particularly seek to increase sales for the flagship beer, Yuengling Traditional Lager.
Two years ago the beer maker launched its largest marketing initiative in its nearly two-century history with the “Respect. It’s Earned” campaign. Ads showcased the hand-dug fermentation caves that were used for storage before refrigeration, the on-site brew house, and bottling line to underscore the brewery’s assertion that it’s “America’s Oldest Brewery.”
There is no word yet on how the creative direction will change under the new agency. LC’s first work will debut later this spring. Yuengling’s ad budget was $4.82 million in 2017 and $2.05 million in 2016, according to Kantar Media.
“As we continue to execute our growth plans, we’re looking to expand the consumer base for our Yuengling Traditional Lager and use our unique independent spirit to connect with a broader audience,” stated Tyler Simpson, director of marketing, Yuengling.
from MediaPost: https://www.mediapost.com/publications/article/315722/laughlin-constable-wins-yuengling-creative-aor.html