Yuengling teases new brand campaign, names Laughlin Constable as creative agency

Yuengling is strategically moving its pieces across the map. The biggest craft brewer in America, and also the oldest still operating brewery in this country, D.G. Yuengling & Son Inc. just launched Kentucky distribution in March and Arkansas distribution in February, selling products now in 22 different states. The Pottsville, Pa.-based brewing company is focusing its distribution message on three core brands:

1. Yuengling Traditional Lager: The flagship. A rich amber lager with well-balanced taste and distinct character.
2. Yuengling Light Lager: a 99-calorie offering.
3. Yuengling Black and Tan: A blend of dark-brewed Porter and a regional favorite.

Yuengling has an eye on local love too, sponsoring Philadelphia Flyers games at the Wells Fargo center and announcing that the Avett Brothers will return to SteelStacks for the 2018 Yuengling Summer Concert Series Aug. 17 (that’s in Bethlehem, Pa.). It’s also taking on a new partner for a new marketing campaign. Yuengling is going with Laughlin Constable as its new creative AOR (that’s agency of record). It was working with Allen & Gerritsen as its AOR, and it will still continue that relationship on a project-based partnership. We reached out for a comment, and Yuengling’s communications manager issued us this statement:

A&G has been a valued, project-based partner of the Yuengling brand for many years, delivering several impactful projects for our business. After a competitive search and review for a creative agency of record, that included A&G, we selected Laughlin Constable as Yuengling’s new creative AOR. Our project-based partnership with A&G will be unchanged. We will have more to share soon on an exciting new brand campaign, as we continue to execute our growth plans, look to expand our consumer base for our Yuengling Traditional Lager, and use our unique independent spirit to connect with a broader consumer audience.

Perhaps you remember in 2016 when Yuengling launched its “Respect. It’s Earned” campaign, producing two commercials (one below) with A&G aimed at attracting younger drinkers. It was noted that Yuengling would “double” its media spend in 2016 behind that campaign.

The company looks to be ramping up for another one. To the press release:

“As we continue to execute our growth plans, we’re looking to expand the consumer base for our Yuengling Traditional Lager and use our unique independent spirit to connect with a broader audience,” said Tyler Simpson, Director of Marketing for Yuengling. “Partnering with Laughlin Constable makes sense as they share our entrepreneurial DNA and have a successful track record of taking brands to the next level and appealing to younger generations.”

Laughlin Constable will develop a multi-year creative platform and campaigns that will include video, audio, out-of-home, print, social media, on-premise and retail. The first creative campaign will debut later this spring.

“Yuengling is the country’s largest craft beer, and a truly unique brand built on character and perseverance,” says Mat Lignel, CEO and president of Laughlin Constable. “In partnering with such an iconic brand, we are excited to help solidify its status and have ambitious plans that we will execute in the next few months.”