Newcastle Introduces New Wave of ‘No Bollocks’ Campaign

Newcastle Brown Ale, a brand of White Plains, N.Y.-based Heineken USA, is kicking the year off with the next wave of its “No Bollocks” campaign. Designed to drive consideration of Newcastle among adult consumers over the age of 21, as well as in-home consumption and entertaining, No Bollocks runs through March and provides retailers with support to boost consumer interest.

“Newcastle shoppers respond to straight talk and support brands that cut through the marketing ‘Bollocks,'” said Brett Steen, brand manager for Newcastle, 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 POS materials featuring the No Bollocks campaign will be available to dress up accounts and engage consumers. In addition, cross merchandising IRC and MIR offers (where legal) will be available on the purchase of select channel relevant items and Newcastle Brown Ale to drive incremental sales.

Steen continued: “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.”

Heineken USA, a subsidiary of Heineken International BV, imports a variety of European brands into the U.S., including Heineken Lager, Heineken Light, Amstel Light, Newcastle Brown Ale and Strongbow cider.