WHITE PLAINS, N.Y. -- Newcastle Brown Ale, a leading imported ale in the United States, is extending its "No Bollocks" campaign into the fall with its "No Bollocks" retail program. Built on the promise of delivering a dose of refreshing honesty, the "No Bollocks" program cuts through the retail clutter, bringing Newcastle to life through special offers and no-nonsense support materials, said Heineken USA.
"Newcastle's 'No Bollocks' campaign is based on the premise of honesty," said Brett Steen, brand manager for Newcastle at Heineken. "Our consumers know when they are being marketed to. 'No Bollocks' breaks through that marketing clutter with communication that gives it to them straight, just like the people of Newcastle, England--Geordies--who don't take themselves too seriously, love a good joke and most importantly, tell it like it is. Now we are taking this same message to our consumers where they shop through this fall's straightforward 'No Bollocks' retail program."
Beginning in September, "straight-talking" point-of-sale (POS) materials including price cards, tuck cards, cooler decals, shelf wobblers, base wraps and poletoppers will generate interest and drive sales of Newcastle Brown Ale on display and in the cooler. Cross-merchandising instant redeemable coupons (IRC) and mail-in rebate (MIR) offers on select grocery and convenience store items (where legal) will drive out-of-section display and increase basket rings at retail. "Our 'No Bollocks' program elements will keep Newcastle Brown Ale top-of-mind through simple, candid messages that resonate with shoppers and offer exactly what they want from their favorite brands--a refreshing dose of honesty," said Steen.
Based in White Plains, N.Y. Heineken USA Inc. is a subsidiary of Heineken International BV, Amsterdam. Brands imported into the U.S. include Heineken Lager, Heineken Light, Amstel Light, Newcastle Brown Ale and Buckler nonalcoholic brew. Heineken USA is also the exclusive U.S. importer for the Tecate, Tecate Light, Dos Equis, Sol, Carta Blanca and Bohemia brands from FEMSA Cerveza of Mexico.
Members help make our journalism possible. Become a CSP member today and unlock exclusive benefits, including unlimited access to all of our content. Sign up here.