D.G. Yuengling & Son Inc., Pottsville, Pa., launched "Make Your Day Golden," a new, fully integrated campaign in support of Yuengling Golden Pilsner; the brand's first new year-round product in 17 years. Yuengling Golden Pilsner was created by Yuengling's sixth generation of family members: Jen, Debbie, Wendy and Sheryl Yuengling.
Yuengling Golden Pilsner is a modern interpretation of the European pilsner-style beer, born from six generations of brewing expertise, the company says. Golden in both name and color, Yuengling Golden Pilsner is a balance of hop and malt character for crisp and smooth thirst quenching refreshment, it adds.
"My sisters and I wanted to create a refreshing beer that fit our active lifestyles," said Wendy Yuengling, 6th generation daughter of D.G. Yuengling & Son Inc., in a statement. "We worked for 18 months in creating Golden Pilsner as we wanted to bring consumers something new that meets Yuengling standards in terms of a quality, sessionable product. It's a beer that, no matter the time of day, the people you're with, or the place you drink it, when you crack open a crisp, refreshing Yuengling Golden Pilsner, it makes your day golden."
Starting the end of March, Yuengling will roll out the fully integrated Make Your Day Golden advertising campaign in Yuengling's 22 state footprint including video, audio, out-of-home, social media and retail activation.
Chicago-based creative agency Laughlin Constable, agency of record for Yuengling, set the creative vision for Make Your Day Golden.
"Yuengling Golden Pilsner is refreshing and smooth, it says so right there on the label. And it was so important to us to share that message throughout our campaign work," said Jon Laughlin, group creative director, in a statement. "We needed to engage our already active audience and communicate with them that this beer is from Yuengling's newest generation. So, we let the golden hue inspire us and created content that completely lives in the golden hour — those moments where friendships are forged and good times are on the horizon."
Make Your Day Golden personifies the refreshing pilsner-style beer, which is great for getting the most out of life, according to the company. Whether hanging out with your friends, or a backyard gathering, or a day at the beach, Golden Pilsner is a refreshing catalyst for good times, it adds.
After launch in March 2018, Yuengling Golden Pilsner now is fully available throughout Yuengling's entire 22 state footprint.