Newcastle Brown Ale Launches New Advertising Campaign

"No Bollocks" aims to stay true to brand's heritage

Published in CSP Daily News

WHITE PLAINS, N.Y. -- Newcastle Brown Ale has announced a new national advertising campaign titled "No Bollocks." The campaign marks the first time Newcastle has invested in national TV ads.

Created by the brand's new agency of record, Droga5, and shot on location in Newcastle, England, the ads examine the brand's story, including its history, the glassware and the brewmaster.

The "No Bollocks" campaign launches with national TV spots beginning on April 2. The media mix includes digital and in-bar advertising, and the campaign will also influence on-premise elements, events, social media and PR activities.

"With this campaign, we are going to be very honest with our consumers. Our guys know it when they are marketed to, so we believe it's time for a beer brand to give it to them straight, just like their best mates would do," said Charles van Es, brand director for Newcastle Brown Ale. "The people of Newcastle, England--Geordies--don't take themselves too seriously, love a good joke, and most importantly, they tell it like it is. Our ads celebrate these traits by using a no-nonsense approach, where we are not over promising anything."

Newcastle Brown Ale was first brewed in 1927 to satisfy "hardworking Geordie thirst" in Newcastle. Colonel Jim Porter crafted the ale with its own distinct golden brown color, lightly hopped taste and character that quickly became a local favorite.

White Plains, N.Y.-based Heineken USA Inc., a leading beer importer, is a subsidiary of Heineken International BV. European brands imported into the United States include Heineken Lager, Heineken Light, Amstel Light, Newcastle Brown Ale and Buckler nonalcoholic brew. Heineken USA is also the exclusive USA importer for the Tecate, Tecate Light, Dos Equis, Sol, Carta Blanca and Bohemia brands from Mexico.