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Newcastle Gets Honest with Consumers

Newcastle Brown Ale is kicking the year off in high gear with the next wave of its popular “No Bollocks” campaign. The “No Bollocks” retail program is designed to drive consideration of Newcastle among adult consumers, over the age of 21, shopping for in-home consumption and entertaining. No Bollocks, Heineken USA explains, runs February through March, and provides retailers with the "straightforward, no nonsense support they need to invite shoppers to enjoy the distinct taste and refreshing honesty of Newcastle Brown Ale."

“Newcastle shoppers respond to straight talk and support brands that cut through the marketing ‘Bollocks’,” said Brett Steen, brand manager for Newcastle, Heineken USA. “Our “No Bollocks” first quarter retail program combines refreshing honesty and Newcastle’s brand of humor with special offers aimed at driving secondary displays and higher basket rings for retailers by introducing more consumers to the great taste of Newcastle.”

At retail, Newcastle display and POS materials with elements that bring Newcastle’s “No Bollocks” campaign to life will be available to dress up accounts and engage consumers. In addition, cross merchandising IRC and MIR offers (where legal) will be available on the purchase of select channel relevant items and Newcastle Brown Ale to drive incremental sales at retail.

Steen concluded, “Whether on the shelf, on display or in the cold box, Newcastle’s “No Bollocks” retail program elements will keep Newcastle Brown Ale top-of-mind through simple, candid messages that resonate with shoppers and offer exactly what they want from their favorite brands—a refreshing dose of honesty.”

30 Jan. 2013

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