NEWS: CDP films refresh Brown Ale’s image

Scottish Courage is taking Newcastle Brown Ale on to television for the first time in five years with two ads from Collett Dickenson Pearce.

Scottish Courage is taking Newcastle Brown Ale on to television for the

first time in five years with two ads from Collett Dickenson Pearce.



The ads form part of a pounds 4 million marketing drive to revitalise

the image of Newcastle Brown Ale



Breaking this week, the ads play upon the international success of the

bottled ale, using the endline: ‘Newcastle Brown Ale. World famous

British beer.’



The first film features Howie, a Geordie who has returned to the UK

after travelling the world.



He celebrates his homecoming by meeting up with his mates at their

Tyneside local and hands out presents from the exotic places he has

visited - Brazil, China, Australia, Russia and the US.



To the delight of his friends, all the presents turn out to be gift-

wrapped bottles of Newcastle Brown Ale. Howie explains: ‘Well, I didn’t

see anything else I thought you’d like.’



A second execution also combines international and local themes. It

plays on the fact that Newcastle Brown Ale is predominantly sold in

returnable bottles, and features characters including an aborigine and

an eskimo making a pilgrimage to the Newcastle brewery to return used

bottles.



Mark Throssell, brand manager for Newcastle Brown Ale at Scottish

Courage, said: ‘The creative work is based on the fundamental

reassessment of what Newcastle Brown represents in the late 90s. The ads

reflect the huge affection with which the beer is regarded, not only

among regular drinkers, but also with its millions of occasional

drinkers.’



The commercials were written by Jon Tompkin and art directed by Frank

Houston. They were directed by Peter Richardson through Tiger Aspect.



Throssell added: ‘Newcastle Brown Ale is worth more than pounds 125

million in the UK alone.’



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