Yuengling uses social media to introduce older brands to younger customers

POTTSVILLE, PA: DG Yuengling & Son is launching two social media campaigns this summer to promote its Lord Chesterfield Ale and Yuengling Porter brands.

POTTSVILLE, PA: DG Yuengling & Son is launching two social media campaigns this summer to promote its Lord Chesterfield Ale and Yuengling Porter brands.

Working with Pavone on the campaigns, Yuengling is using modern means to promote the company's two oldest brands, said Lou Romano, marketing manager for DG Yuengling & Son.

"These brands have been around for a long time, so to revitalize them and really approach a younger demographic…everything pointed to [social media]," he said. "We need to re-tell these stories and reach a younger consumer."

The Lord Chesterfield Ale campaign launches first, bringing the man behind the brand to life. He will have his own microsite, as well as Facebook and Twitter pages, and an actor portraying Lord Chesterfield will also be attending the Philly Beer Week June 4 to 13.

For Yuengling Porter, "we want people to associate that brand with a little personal indulgence," Romano said. The campaign will use the theme "Porter-worthy moments," and have consumers submit their "Porter-worthy moments" via a microsite that will launch later this summer. The best moment each month will receive a free bottle of Porter from president Dick Yuengling, and after a year, one overall winner will receive a VIP trip to the brewery. Facebook and Twitter will also promote the campaign.

Romano declined to release the budget for the campaigns, but said the company set up a pay-for-performance plan with Pavone, which has worked with the company for the past couple years on a project basis.

"They will actually benefit for every case sold above and beyond the previous year's sales for Lord Chesterfield Ale and Porter," he said, "so the better these campaigns work, the more they will be compensated."

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