(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.
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*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.
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.
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