Yuengling Brewery: Yuengling Lager

Yuengling Brewery is America’s Oldest Brewery. They’ve been family owned and family operated since day one, and they take great pride in staying true to themselves and never selling out to the big guys.

Sales of their flagship brew, Yuengling Lager, were down amongst millennials in their home state of Pennsylvania. We pitched them several distinct concepts — each with a mixture of OOH and in-bar elements — created to get the attention of young beer drinkers and let them know there’s a damn good beer being brewed right in their backyard.

Agency: Allen & Gerritsen
My Role: Concept Development, Yuengling Lager Fanboy, Copywriting
Art Director: Lindsey Tweed
Copy Partner: Brendan McGann
Creative Direction: Chris Reif & Brendan McGann

THE FIRST CONCEPT

THE SECOND CONCEPT

THE THIRD CONCEPT

THE FOURTH CONCEPT