Yuengling for St. Patrick's Day

Every year, the beer brand Yuengling is looking for fresh ideas to promote their brand for the St. Patrick's Day, the largest beer festival in the US. According to CNN, 133 million Americans celebrated St. Patrick's day in 2014 and about $4.8 billion was expected for the beer consumption.

Savannah is the second largest St. Patrick's Day Parade in the US. More than 300,000 people were expected to visit Savannah to celebrate. Yuengling in Savannah wanted to attract those potential customers with fresh ideas of posters and T-shirt ideas. 

According to US News, men spend the most on St. Patrick's Day. Next to men, young adults take second place as consumers with the lightest wallets after St. Patrick's Day. As the statistics proves for the largest consumer base, the poster targets young males aged 25 to 34. 

The idea is pretty simple. You are so thirsty of beer that you don't see women but a beer bottle, through a negative space of the women's legs. I wanted to make a sexually stimulant, exciting and fun poster for those who are looking for an extraordinary St. Patrick's experience.

If the first idea was more gender-specific and a wild card with risks, I wanted to suggest the alternative second idea for general public. The idea is that you're so thirsty of beer that you're ready to jump on the pool of beer.

Ready to dive into beer? Dive in Yuengling!


Idea Sketches