D.G. Yuengling & Son Inc., Pottsville, Pa., launched Spread Your Wings, a new brand campaign and tagline designed to engage consumers. The launch of the advertising campaign is the first driven largely by Yuengling's sixth generation: Jen, Debbie, Wendy and Sheryl Yuengling.
In 1829, the Yuengling brewery, originally named the "Eagle Brewery," debuted the iconic eagle on its label and it has remained a prominent part of brand imagery ever since, the company says. Spread Your Wings builds on the Yuengling Eagle iconography and centers on its eagle wings to symbolize the unique qualities of the brand and today's consumers.
"The Spread Your Wings campaign represents the values of strength, hard work and resiliency that have been a large part of our success for over six generations," said Wendy Yuengling, in a statement. "It symbolizes the independent and spirited nature of the Yuengling brand, and embodies the energy and passion of our loyal fans, while inviting new drinkers to discover us as well."
Spread Your Wings is a fully integrated advertising campaign including video, audio, out-of-home, print and social media highlighting inspiring moments that challenge an individual's physical, intellectual and creative limits, the company says. The campaign will look to empower and inspire drinkers to tap into their inner drive and realize their full potential every day in every way, it adds.
Chicago-based creative agency Laughlin Constable set the creative vision for Spread Your Wings.
"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. "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."
The campaign celebrates an entrepreneurial spirit, the drive to succeed and a thirst for ultimate fulfillment. By eliciting an emotional reaction and establishing a meaningful connection between the loyal drinkers and Yuengling, Spread Your Wings champions the spirit of passion and perseverance shared by both, according to the company.