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.’
