Yards has been brewing its way into the hearts (and mouths) of Philadelphians since it began in a Manayunk garage back in 1994. While the brand had built up a devoted local following, Yards was ready to go from best kept secret to icon-level status in the Philadelphia region. They asked Brownstein to help “Philly’s beer” own Philly by expanding market share in the local beer market and setting the stage for future initiatives to drive growth in the region.
Brownstein created the “Philly Born and Brewed” campaign to entice local beer drinkers and remind them why they love Yards and their city. We brought their brand to life by injecting bold Philly swagger into everything we made: from various social, digital, and in-store activations to redesigned packaging, and creating a wrap for Yards’ delivery truck.
Right on the heels of the brand campaign, we also unleashed “Philthy,” Yards’ first Unfiltered Hazy IPA. We punched through a crowded market by introducing “Phil,” a Philthy Little Hop Monster who dominated social media channels, terrorized other Yards brands, and championed that unfiltered attitude that is uniquely Philadelphian.
Philthy was featured in Forbes and won Advertising Week’s 2020 Brand Icon of the Year. From local TV news stories, to online articles and beer blogs and vlogs, the launch of Philthy was hailed as a success despite the current pandemic.
With other collaborations, like Featherweight and Unter Dog, Brownstein continues to help Yards bring the best beers to market, while building on the local flavor, character, and passion that have always been a part of the city we love.