Newcastle Brown Ale has unveiled ‘No Bollocks 2013’, an extension of the original No Bollocks platform launched in 2012 continuing Newcastle’s dedication to “bollocks-free ads” by celebrating honesty.
The integrated marketing campaign created by Droga5 New York, features a series of TV spots comprised of still photo images in distinct move away from expensive, elaborate, overly produced ads typical of the beer industry. The creative stars ordinary people drinking at real parties and takes on traditional beer advertising gimmicks.
“While other beer brands may over-promise fame, fortune or glory, Newcastle Brown Ale offers the truth,” says Charles van Es, brand director, 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 TV ads are supported by radio, digital and OOH activity, in-bar signage, posters, coaster and QR code tap handles will also be rolled out across the year.
The marketing push coincides with the launch of a new 14.9 oz. Newcastle can.
Of the can launch van Es added: “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. In other words, it will be good for business.”