• by Larissa Faw , March 8, 2018

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.