Newcastle Brown Ale Launches First TV Campaign
Newcastle Brown Ale, imported by Heineken USA, has launched its first television campaign.
The campaign includes three 30-second TV commercials with creative playing off the theme "Taste The Lighter Side of Dark."
Last year, that theme was used in videos on the brand's YouTube channel supported by an online campaign spanning music, entertainment and men's lifestyle sites (the brand's core market is men 21 to 34). One of those videos, "The Favorite" -- in which parents tell their son that he's not their favorite child, but give him Newcastle as a consolation gesture -- won a nomination at last year's Cannes International Advertising Festival.
The new TV spots, also from the Vitro agency, use dark humor to convey the ale's British origin and its message that it's "the dark beer that's easy to drink." Made specifically for the U.S. market, all take place in a real English pub (The Humble Dog), and all feature British actors. In each, a young man gets horrible news (a terminal diagnosis, a jail term, an imminent thrashing), but the bearers of the news (doctor, lawyer and "goon") soften their sentences slightly after sipping some Newcastle.
Newcastle has been nationally available at retail since the '90s (Heineken acquired it in fall 2008), but the pub setting also underlines the brand's "foundation" in on-premise consumption, notes Colin Westcott Pitt, vice president-marketing for Newcastle Brown Ale, Dos Equis and Amstel Light.
The ads will air in rotation from April 18 to June 20, and from August 29 to October 24, on CBS, ABC and cable networks including Comedy Central and TBS. The focus will be on the ale's strongest West Coast markets, but major metro regions including New York and Boston are also in the schedule, says Westcott Pitt.
Newcastle is now the U.S.'s leading imported ale and ranks eleventh among all imported beers on a volume basis, according to Heineken USA.
Recent Marketing Daily Articles
-
JetBlue, Marriott Top Their Industries June 19, 12:23 a.m.
Just as the summer travel season heats up, the American Customer Satisfaction Index (ACSI) has released ... -
Evian Launches Wimbledon 'Wiggle' Social Effort June 18, 5:20 p.m.
Evian -- no slouch at driving buzz during the Wimbledon tournament -- has come up with ... -
GMA/PwC Report: CPGs' Growth Slows Amid 'Rules' Shift June 18, 3:56 p.m.
Net sales growth rates for consumer packaged goods (CPG) companies slowed last year amid challenges including ... -
Industry Is Expanding In Advertising, Social June 18, 12:29 p.m.
Retailers are planning to spend big on more stores, digital technology and marketing initiatives in the ... -
Chevrolet's Fleck Talks Northeast Strategy June 18, 9:23 a.m.
Bill Fleck, Chevy's Northeast regional marketing manager, has a lot of work to keep him up ... -
Affluence Not Just For Affluent June 18, 8:58 a.m.
For affluent consumers, traditional media is still the way to go, per the latest monthly study ... -
Marriott Modifies Marketing Message June 17, 3:47 p.m.
Holiday Inn Express may advise people to “Stay Smart,” but Marriott Hotels wants to be more ... -
DeMoulin: Booming Licensing Show = Booming Business June 17, 9:05 a.m.
The Licensing Expo starting on Tuesday is the largest such event in the world, bringing 16,000 ... -
Kia Back To Rock At Vans June 17, 8:48 a.m.
Kia has a couple of cars it's pitching to younger people. What better place to do ... -
United Donates Miles To Make-A-Wish June 16, 11:17 p.m.
United Airlines is donating one million MileagePlus miles to Make-A-Wish. The donation, which is being made ...
Be the first to comment on "Newcastle Brown Ale Launches First TV Campaign "
Leave a Comment