• by Tanya Gazdik , July 2, 2013

British beer Newcastle Brown Ale is latching onto the Fourth of July holiday as a marketing opportunity.

In the latest component of the brand¹s No Bollocks campaign, Newcastle is introducing Independence Eve, a totally made-up holiday to celebrate the last day of British Rule. The lighthearted effort includes both on-premise and online, including Independence Eve-themed content at www.Facebook.com/Newcastle.

The fictitious July 3 holiday honors all things British that Americans gave up when they signed the Declaration of Independence.
“Newcastle is a very British beer and needless to say, it doesn¹t sell that well on July 4^th,” said Charles van Es, senior director of marketing for Heineken USA portfolio brands. “Unlike the Redcoats in the 18th Century, we¹re picking our battles a little more wisely. By celebrating Independence Eve, we¹re taking liberties with America¹s liberty to create a new drinking occasion and ensuring freedom on July 4th tastes sweeter than ever.”

To mark the launch of Independence Eve, Newcastle is rolling out the Revolutionary Koozie, which pays special tribute to the motherland on July 3, while acknowledging the historic transformation that is observed on July 4. Available at select bars, it features the British flag on one side and the American stars and stripes on the other. Patrons can simply turn the Revolutionary Koozie 180 degrees at the stroke of midnight to go from honorary British subject to proud American with the twist of a fist.

In addition to activation at bars in key markets, Newcastle will take the Independence Eve party into the digital world, with a transformation of the brand¹s Facebook page and a series of daily images that highlight the differences between British America and American America.

Each image will be featured on Newcastle¹s Facebook page, serving as simple instructional videos for how to truly experience the Revolution and celebrate Independence Eve.  

The brand is promoting on Twitter via @Newcastle on Twitter.