Yuengling IPL

IPL, or India Pale Lager, was a brand new venture from Yuengling that required a full blown advertising campaign complete with teaser materials, print, out-of-home, web, social media and point-of-sale materials. A more whimsical approach was taken to illustrate that this was a completely different, hopped-up Lager that targeted the millennial craft beer drinker as opposed to the older, more established Traditional Lager drinker. Fun hop illustrations paired with a textured green color palette nod to the hoppy, bitter flavor profile of the beer. A more playful element was given to point-of-sale materials to ensure continuity across the brand.