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.
The campaign looks to empower and inspire drinkers to tap into their inner drive and realize their full potential every day in every way, according to a release, and the imagery certainly addresses that, with clips of young people living life to the fullest at parties, on skateboards, and at the lake.
It also features phrases like, “Fly Over the Radar,” “Crank up the Night,” and “Take the Party to New Heights.”
Stated Laughlin Constable chief creative officer Dan Fietsam: “’Spread Your Wings’ expresses the love and zeal for the beer that’s a strong asset for the Yuengling brand. We wanted to leverage that enthusiasm with the core elements of the brand like the eagle to stoke the passion of the next generation of Yuengling drinkers as well as the people who have always loved the brand.”
To see all the spots, click on the Creative Works box below.