Yuengling

This international campaign was designed by Nathan Carnes, Chandler Crouch, Aubrey Drake, Cannon Joiner, and myself. Our vision was to rebrand Yuengling towards a younger target market and increase sales within the United States and Canada. We worked to redesign Yuengling's product packaging and online media presence. The current American consumer of Yuengling is typically a middle-age, Caucasian male looking to restock on beer while grocery shopping. Through our creative efforts and marketing strategy we redirected the brand message to resonate more with millennials looking to enjoy moderately priced, bold craft brews.

Contributors

Brand Image And Packaging - Nathan Carnes

Social Media and Website Design - Chandler Crouch

PhotoGraphy, Social Media, Group Leader - Aubrey Drake

Copy and Social Media - Cannon Joiner

Competitor Analysis, Sales, and Targeting - Casey Kenney

Brand Mapping

My team and I began our Yuengling campaign by mapping our ideas and narrowing our approach to focus on a younger audience of drinkers. We learned that the current, American consumer tended to be a middle-aged, Caucasian male looking to restock on beer while grocery shopping. We wanted to introduce Yuengling as a bold and competitively priced heavy, craft lager and market our product to beer drinkers between the ages of 18 and 30.