Yuengling is urging consumers to “Spread Your Wings,” but it doesn’t mean drink a beer and try to fly (perhaps, the brand learned from Red Bull’s lawsuit for its slogan it “gives you wings”). Instead, the new campaign, driven by Yuengling’s sixth generation in collaboration with Chicago-based agency Laughlin Constable, encourages its drinkers to tap into their “inner drive” and “realize their full potential,” explains Wendy Yuengling, a sixth generation brewer.
Yuengling’s brewery, America’s oldest, was originally known as the Eagle Brewery and the brand has clung tight to that imagery over the years. The “Spread Your Wings” campaign also expands on the brand’s longtime public image as family-owned and operated.
“It’s the first time we’re focusing on something different from history and heritage,” said Yuengling. “I think that’s still a big part of who we are, but this takes it a step further and connects with consumers over a shared mindset of values rather than being just the oldest and family-owned and operated.”
Yuengling said the brewery’s symbolic eagle logo allows Yuengling to build an authentic campaign around it.
“Spread Your Wings” will be a fully integrated ad campaign with video, audio, print, out-of-home and social media components that aims to inspire consumers to push their own physical, creative, and intellectual limits.
“’Spread Your Wings’ expresses the love and zeal for the beer that’s a strong asset for the Yuengling brand,” said Dan Fietsam, chief creative officer of Laughlin Constable, in a statement. “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.”
Yuengling emphasizes the campaign is not just geared toward younger generations, though.
“I’d say the campaign reaches across the board,” said Yuengling. We’re the sixth generation, we all played a big role in developing the campaign, we’re making our mark.”
“Of course our dad has the final say on where it goes,” she said.