A BEER THAT COULD ONLY COME FROM PHILLY
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,
THAT’S Y
“Philly Born and Brewed” campaign was created to entice local beer drinkers and remind them why they love Yards and their city. The brand was brought to life by giving it a bit of that Philly swagger through various social, digital, and in-store activations as well as redesigned packaging, and creating a fresh new wrap for Yards’ delivery truck.
Right on the heels of this brand campaign, “Philthy” was unleashed on the city of Brotherly Love.
Yards’ first Unfiltered Hazy IPA punched its way 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 Philly.
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.