Newcastle Brown Ale Introduces 'No Bollocks 2013' Integrated Campaign

Beer brand extends the No Bollocks campaign and gives it a slightly new name to generate press

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Mar 22, 2013, 11:40 ET

WHITE PLAINS, N.Y., March 21, 2013 /PRNewswire/ -- Newcastle Brown Ale today announced 'No Bollocks 2013,' a new integrated national marketing campaign intended to sell more beer. As an extension of its original No Bollocks platform launched in 2012, the new work continues Newcastle's dedication to bollocks-free ads by celebrating honesty.

To view the multimedia assets associated with this release, please click: http://www.multivu.com/mnr/60803-newcastle-brown-ale-no-bollocks-2013-campaign

(Photo: http://photos.prnewswire.com/prnh/20130321/MM78264)

At the heart of the 'No Bollocks 2013' campaign is a series of TV spots comprised entirely of still photo images intended to cut through the clutter of expensive, elaborate, overly produced advertisements typical of the beer category. Instead of using the professional actors or beautiful models normally featured in beer ads, the spots feature ordinary people drinking at real parties having a real good time (or a real bad time in some cases). The creative takes on traditional beer advertising gimmicks that imply that hand crafted workmanship and hand selected ingredients are unique to certain beers and that parties are made abundantly more fun with those same beers.

"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 'No Bollocks 2013' campaign, created by Droga5 New York, includes a series of TV and radio spots, digital, out of home and in-bar signage, posters, coasters and QR code tap handles rolling out throughout the year. All elements of the campaign offer a humorous and direct take on a category that is rife with bollocks.

The new marketing campaign coincides with the recent launch of a new 14.9 oz. Newcastle can, now available nationwide in 10-packs. Just in time for spring and summer, Newcastle Brown Ale's new cans contain the same recipe first brewed in 1927, offering a smooth taste with its distinct golden brown color and lightly hopped taste, with an alcohol by volume (ABV) of 4.7 percent with 18 International Bittering Units (IBUs).

Van Es said, "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."

For more information about Newcastle Brown Ale and to see the new advertising campaign visit www.Facebook.com/Newcastle or www.YouTube.com/Newcastle.

About Newcastle Brown Ale
A No Bollocks beer brand, Newcastle Brown Ale was first brewed in 1927 to satisfy thirst of hardworking Englishmen. Colonel Jim Porter crafted the ale with its own distinct golden brown color, lightly hopped taste and character that quickly became a local favorite. Best served cold, Newcastle Brown Ale has since become a world favorite as a dark beer that's easy to drink. Newcastle Brown Ale is imported by the nation's premier beer importer, HEINEKEN USA, headquartered in White Plains, New York. For more information, please visit www.facebook.com/newcastle.

About HEINEKEN USA
HEINEKEN USA Inc., the nation's leading upscale beer importer, is a subsidiary of Heineken International BV, the world's most international brewer. European brands imported into the U.S. include Heineken Lager, the world's most international beer brand, Heineken Light, Amstel Light, Newcastle Brown Ale, and Strongbow cider. HEINEKEN USA also imports the Dos Equis portfolio, Tecate portfolio, Sol, Indio, Carta Blanca and Bohemia brands from Mexico. For a safe ride home, download the HEINEKEN USA-sponsored Taxi Magic™ application from your smartphone at taximagic.heineken.com.

SOURCE Heineken USA