How to Thank an Entire City (Hint: Buy 10,000 People a Beer)
October 08, 2012
Back in July, Neiman was tapped to help Yuengling grow its brand in the city that helped put it on the map – Philadelphia. As devoted Lager fans ourselves, it was a challenge that we were eager to take on. We had already logged countless hours of “product research” both in our office and at our favorite local bars, so we jumped at the opportunity to help bring a Philly-centric campaign to life.
While Yuengling has long held the distinction of being America’s oldest brewery, the company recently became the largest American-owned brewery as well. Considering the stiff competition both locally and nationally, this is quite the accomplishment. And since much of Yuengling’s success can be attributed to the support that Philadelphia has provided since the brewery’s founding in 1829, we wanted to find a way to pay the city back in the most appropriate currency we could think of – Lager.
Neiman worked with Yuengling and its Philadelphia-area distributor, Origlio Beverage, to create a citywide celebration to thank Philadelphians for their continued support of the brewery. The “Here’s to You, Philly!” toast centered around a very simple concept that fifth-generation owner and president Dick Yuengling described best:
“How would you thank a friend for their help, or reward a co-worker after a long day at work? You buy them a beer.”
We did our homework and discovered that September 28 happens to be National Drink Beer Day, which was the perfect occasion to raise a glass to Philadelphia’s native brew. We got the word out in every avenue imaginable, including radio, TV, newspaper, billboards, taxi toppers, bus tails, and most importantly, in bars. We also connected with media both locally and nationally to ensure people knew about the toast.
And toast they did.
At 250 bars throughout the five-county region, Philadelphians were invited to have a Lager on Dick Yuengling. All in all, more than 10,000 beers were distributed throughout the evening.
And as a family owned and operated brewery, it was only fitting that the event be a family affair. Dick Yuengling led the toast from the brewery in Pottsville, Pa., while his daughters (and brewery employees) Jennifer and Wendy joined the celebration at local bars Chickie’s & Pete’s and McGillin’s Olde Ale House.
The lesson we took away from this campaign? While some ideas may seem like a big commitment, they can ultimately yield big results. Brands who are willing to give back to their loyal customers will always come out on top, whether the ROI is measured as sales growth, increased social media engagement, or just general goodwill towards the company. And you can’t put a price on that.
Here’s to you, Yuengling, and may you have many more Lager-filled years of success.