Newcastle Brown Ale didn't buy any airtime during the Super Bowl. You’d think that would be the end of their Super Bowl 2014 advertising story, but it’s not. Instead, they have made quite a splash through a hilarious campaign about how they almost did – including an endorsement by Anna Kendrick.
I’m not a beer enthusiast (or even a drinker for that matter), but the recent Newcastle Brown Ale ad has at least secured the position in my mind that if you want a beer that’s no fuss, get-straight-to-the-point kind of practical – you want a Newcastle Brown Ale. “Don’t feel like being the showy person at the bar with your imported, blue ribbon brew? How about a Newcastle Brown Ale? Can you laugh at yourself and roll with the punches? Have a Newcastle Brown ale!” For a non-beer drinker, I think their recent advertisement has totally hit the mark.
Why?
Not only does this campaign create strong positioning for the beer brand, it plays off the existing positioning of its competitors in order to reinforce reasons why you should pick Newcastle Brown Ale. From the tone to the execution, the creative, loyalty – inspiring message for the ‘everyman’ is clear.
As stated at the opening of the advertisement video on ifwemadeit.com “At Newcastle, we don't believe in making multi-million dollar Mega Football Game Ads. We do believe in creating multi-hundred dollar storyboards about them.”
Check out all the videos and more on the campaign by visiting their website ifwemadeit.com.
Hongi Luo
Current student in the Master of Marketing program at the University of Sydney Business School
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