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, the 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.

Partnering with renowned director Erich Joiner, we produced a whopping 16 TV spots to bring “It’s a Yuengling Thing” to life across broadcast, social, digital, radio and retail in a fully integrated 360° campaign.

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

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