Newcastle Introduces ‘No Bollocks 2013’ Campaign

Newcastle Brown Ale, a brand of White Plains, N.Y.-based Heineken USA, has unveiled “No Bollocks 2013,” a national integrated marketing campaign celebrating honest, bollocks-free advertising. The campaign is an extension of the brand’s original No Bollocks platform launched in 2012.

Included in the campaign is a series of television spots comprised of still photo images intended to cut through the clutter of expensive, elaborate, overly produced advertisements typical of the beer category.

Instead of using professional actors or models normally featured in beer ads, the spots feature ordinary people drinking at real parties, offering a creative take on traditional beer advertising gimmicks. The spot implies 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,” said 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.”

Additionally, No Bollocks 2013 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 this year. The campaign coincides with the recent launch of a new 14.9-ounce Newcastle can, now available nationwide in 10-packs.

“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,” added van Es. “In other words, it will be good for business.”

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.