The beer category is as cluttered as they come. There are domestic beers, imported beers, craft beers, seasonal beers, organic beers…if the beer doesn't disorient you, trying to successfully market one will. But that's exactly what Yuengling, the oldest beer in America, asked us to do.
Yuengling is the oldest brewery in America, a claim only it can make. We knew being sold on "oldest" wouldn't be the key to relevance, but we did see a clear and creatively wonderful opportunity. If Yuengling is the oldest beer in America, then it's also the MOST AMERICAN BEER in America. Even more American than your buds at…well, you know.
We tapped into the passion of American patriotism and crafted a campaign that pledged allegiance to our nation's symbols, stereotypes, celebrity, hype, history and heroes to tell the Yuengling story. In the process, we increased awareness and sales, especially in the Tampa Bay market where one of Yuengling's two breweries is located.