Book Week!

Thursday, April 26, 2012

Opportunities in Advertising

No matter what you think of Newcastle, this is brilliant:

(Yes, the idea of a Heineken brand mocking an InBev brand's inauthenticity is absurd*, but it's a great ad.)  Craft breweries could take a page from this playbook.

*And cynical.  From the article: "As the agency puts it, 'Newcastle's heritage, its founder, hometown and brewing process are all fair game. … It's beer advertising without all the bollocks that usually comes with beer advertising.'"  Of course, that's undiluted hogwash: Newcastle isn't even brewed in Newcastle anymore.  And it's largely an export product, and the blue-collar-beer-for-burly-shipbuilders image is pure vamping.

1 comment:

whosisbrew said...

Couldn't agree more. Other than the beers themselves, what separates Newcastle from Stella Artois? They're both mega brands boasting big budgets and multi-national presences and markets. But that ad humanizes Newcastle and can make it feel loved in a way that Stella can't be.

Post a Comment

NOTE: Blogspot has been eating some comments, and there doesn't seem to be anything I can do about it. IF your comment doesn't appear, it's not you, it's not me, it's the genuiuses at Google. Sorry--