America’s oldest brewery is launching its newest set of commercials, and doubling down on its 187-year-old legacy in the process.
Pottsville, Penn.-based D.G. Yuengling & Son, Inc. today unveiled its new “Respect. It’s Earned.” campaign, which includes print, digital, and TV marketing as well as retail-specific promotions.
Running throughout the company’s 18-state footprint, the new campaign is the largest in the brewery’s history and builds on previous messaging that also touted the company’s heritage and emphasized its flagship Lager.
“My family has been brewing beer for almost two hundred years, and we’ve been fortunate to have incredibly loyal fans during that time whose enthusiasm has helped our business succeed,” Dick Yuengling, the company’s fifth generation president and owner said via a press release. “We have a unique story to tell, and we decided that it’s time we told it more broadly. I’m proud of this campaign because it honors the legacy of our family owned and operated business while introducing Yuengling Traditional Lager to a new generation of beer drinkers.”
Yuengling partnered with Philadelphia and Boston-based creative agency Allen & Gerritsen two produce two commercials aimed attracting younger drinkers and celebrating the “craftsmanship, tradition and perseverance of the family-owned and operated company and its signature beer.”
“This campaign highlights our 187 years of rich brewing heritage, culminating in our amazing Yuengling Traditional Lager,” Yuengling director of marketing Tyler Simpson said in a statement. “We are excited about how this work will help us connect with and build another generation of passionate Yuengling fans.”
Yuengling said it plans to “double” its media spend in 2016 behind the new campaign.
Previous attempts to introduce the Lager brand to a younger demographic were made by Harrisburg, Penn.-based advertising agency Pavone in 2013 and 2010. Its most recent ads focused on highlighting the Yuengling beer rather than the Yuengling story.
“Many beer drinkers don’t realize that Yuengling has been brewing beer longer than anyone else in America, which is an incredible achievement and a testament to our quality beers,” Simpson added.