CLIENT: Yuengling

PRESS: How RPA won Yuengling—behind the agency’s first big campaign for the beer brand

It’s a Yuengling Thing

Being America’s oldest brewery comes with a lot of history. And LOTS of loyal fans. But as Yuengling expanded into new markets, it was time to win over a new generation of drinkers and show them there’s more to love than its flagship lager.

After rounds of brainstorming and a few Yuenglings (for research purposes, I promise), we landed on the pitch-winning platform campaign that secured RPA’s first client in the alcohol category. Inspired by the quirks and traditions that bring Yuengling drinkers together, this fully integrated 360 campaign gave this nearly 200-year-old brand a fresh look, a new audio mnemonic, and a platform big enough to celebrate its diverse portfolio of beers.

Turns out, you can teach an old brewery some new tricks.