DG Yuengling & Son, which bills itself as America’s Oldest Brewery, announced the launch of a new fully-integrated campaign, ‘Make Your Day Golden,’ in support of Yuengling Golden Pilsner, the Pottsville, Pennsylvania brand’s first new year-round product in 17 years. The product and campaign promote a carefree millennial lifestyle.
Yuengling Golden Pilsner was created by Yuengling’s sixth generation of family members – Jen, Debbie, Wendy and Sheryl Yuengling.
Yuengling Golden Pilsner is a modern interpretation of the European pilsner-style beer. ‘Make Your Day Golden’ shows millennials having fun and getting the most out of life while enjoying the lighter beverage. From hanging out with friends, to a backyard gathering, or a day at the beach, Golden Pilsner is billed as a refreshing catalyst for good times.
At the end of March, Yuengling will roll out the ‘Make Your Day Golden’ advertising campaign in Yuengling’s 22 state footprint including video, audio, out-of-home, social media and retail activation that comes across bright and refreshing. The 30-second ‘Golden Hour’ uses the gold color to its advantage, bathing nearly every scene in a sunset warmth as millennials relax at the beach, hang out on a rooftop patio, have fun at the local tavern and chill by the pool.
Chicago-based creative agency Laughlin Constable, agency of record for Yuengling, set the creative vision for the campaign.
Agency: Laughlin Constable
Client: DG Yuengling & Son