Newcastle Brown Ale Continues 'No Bollocks' Campaign

Published in CSP Daily News

Brand offers "refreshing dose of honesty" at retail

WHITE PLAINS, N.Y. -- Newcastle Brown Ale, a leading imported ale in the United States, is kicking the year off with the next wave of its popular "No Bollocks" campaign. The "candid and engaging" retail program is designed to drive consideration of Newcastle among adult consumers shopping for in-home consumption and entertaining.

No Bollocks runs February through March, and provides retailers with the straightforward support they need to invite shoppers to enjoy Newcastle Brown Ale.

"Newcastle shoppers respond to straight talk and support brands that cut through the marketing 'Bollocks'," said Brett Steen, brand manager for Newcastle at Heineken USA. "Our 'No Bollocks' first-quarter retail program combines refreshing honesty and Newcastle's brand of humor with special offers aimed at driving secondary displays and higher basket rings for retailers by introducing more consumers to the great taste of Newcastle."

At retail, Newcastle display and point-of-sale (POS) materials with elements that bring Newcastle's No Bollocks campaign to life will be available to dress up accounts and engage consumers. In addition, cross merchandising instant redeemable coupons (IRC) and mail-in rebate (MIR) offers (where legal) will be available on the purchase of select channel-relevant items and Newcastle Brown Ale to drive incremental sales at retail.

"Whether on the shelf, on display or in the cold box, Newcastle's 'No Bollocks' retail 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."

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.