WHITE PLAINS, N.Y. -- Newcastle Brown Ale has announced No Bollocks 2013, a new integrated national marketing campaign intended to sell more beer. As an extension of its original No Bollocks platform launched in 2012, the new work continues Newcastle's dedication to "bollocks-free" ads by celebrating honesty.
At the heart of the No Bollocks 2013 campaign is a series of TV spots comprised entirely of still photo images intended to cut through the clutter of expensive, elaborate, overly produced advertisements typical of the beer category.
Instead of using the professional actors or beautiful models normally featured in beer ads, the spots feature ordinary people drinking at real parties having a real good time (or a real bad time in some cases). The creative takes on traditional beer advertising gimmicks that imply that handcrafted workmanship and hand-selected ingredients are unique to certain beers and that parties are made abundantly more fun with those same beers.
"While other beer brands may overpromise fame, fortune or glory, Newcastle Brown Ale offers the truth," said Charles van Es, brand director for Newcastle Brown Ale. "Newcastle won't make you more popular, better looking or the funniest person in the room--it can't. It's a beer. But it is a refreshingly delicious beer."
The No Bollocks 2013 campaign, created by Droga5 New York, includes a series of TV and radio spots, digital, out-of-home and in-bar signage, posters, coasters and QR code tap handles rolling out throughout the year. All elements of the campaign offer a humorous and direct take on a category that is "rife with bollocks."
The new marketing campaign coincides with the recent launch of a new 14.9-oz. Newcastle can, now available nationwide in 10-packs. Just in time for spring and summer, Newcastle Brown Ale's new cans contain the same recipe first brewed in 1927, with an alcohol by volume (ABV) of 4.7% with 18 International Bittering Units (IBUs).
"We're excited to introduce our new can, because that means that more people across the country will get to enjoy refreshing Newcastle Brown Ale in places that don't allow bottles," said van Es. "In other words, it will be good for business."
White Plains, N.Y.-based Heineken USA is a subsidiary of Heineken International BV, which is the world's most international brewer. European brands imported into the United States include Heineken Lager, Heineken Light, Amstel Light, Newcastle Brown Ale, Strongbow cider and Buckler nonalcoholic brew. Heineken USA is also the exclusive U.S. importer for the Tecate, Tecate Light, Dos Equis, Sol, Indio, Carta Blanca and Bohemia brands from Mexico.