Yuengling releases Golden Pilsner with an appeal to millennial drinkers

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.

“My sisters and I wanted to create a refreshing beer that fit our active lifestyles,” said Wendy Yuengling, sixth generation daughter, DG Yuengling & Son. “We worked for 18 months in creating Golden Pilsner as we wanted to bring consumers something new that meets Yuengling standards in terms of a quality, sessionable product.”

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.

“Yuengling Golden Pilsner is refreshing and smooth, it says so right there on the label. And it was so important to us to share that message throughout our campaign work.” said Jon Laughlin, group creative director. “We needed to engage our already active audience and communicate with them that this beer is from Yuengling's newest generation. So, we let the golden hue inspire us and created content that completely lives in the golden hour – those moments where friendships are forged and good times are on the horizon.”

Get The Drum Newsletter

Build your marketing knowledge by choosing from daily news bulletins or a weekly special.