Pottsville, PA-based brewer D.G. Yuengling & Son is introducing a new advertising campaign that is the first driven largely by Yuengling’s sixth-generation leaders, as well its new creative agency Laughlin Constable.
The “Spread Your Wings” campaign incorporates inspirational messages and imagery to highlight friends, family and fun. It is a departure from the 189-year-old brand’s material in recent years, which has traditionally focused on the brewery’s rich history and brewing practices.
The Edge TV spot features young attractive people enjoying meals and summer activities, while a male voiceover suggests that the "only way to find the edge is to go over it."
The integrated advertising campaign includes video, audio, out-of-home, print and social media. Last year, Yuengling's ad budget was $4.82 million and $2.05 million in 2016, according to Kantar Media.
Notably, the new generation of Yuengling leaders — Jen, Debbie, Wendy and Sheryl — are all female. Wendy Yuengling, Chief Administrative Officer, admits "it’s an interesting time to be leading a company as women, particularly in a male-dominated industry. But, this is a family owned-business. First and foremost."
The ad change was followed by a split with previous AOR Allen & Gerritsen in March. The Chicago-based Laughlin Constable set the creative vision for “Spread Your Wings."
Looking forward, Wendy Yuengling says the brewer and its new agency are targeting challenges and opportunities, like its new Yuengling Golden Pilsner, as well as the beer brand's 190th anniversary next year.
"We are focused on working hard to keep our loyalty from current customers and earning the loyalty of new customers."