Newcastle Brown Ale launches its ‘No Bollocks 2013’ integrated campaign led by series of low-cost 15 second spots via Droga5, New York


As the No Bollocks beer brand, Newcastle Brown Ale is known for standing out in the category by being refreshingly honest. As other beers market to consumers with over-promises, gimmicks and jargon, Newcastle is dedicated to transparency in its efforts to sell more beer.

At the heart of the No Bollocks 2013 campaign, via majority Aussie-owned Droga5 New York, is a series of TV spots comprised entirely of still photo images intended to cut through the clutter of expensive, elaborate, overly-produced advertisements typical of the beer category. In lieu of the professional actors/models normally featured in beer ads, the spots feature real people drinking at real parties having a real good time (or a real bad time in some cases).

As part of the campaign, Newcastle Brown Ale also recently launched The Best Coaster in the World – the most socially connected coaster ever – during South By Southwest Interactive.

Unveiled as a no bollocks commentary on the multitude of “innovations” touted during the annual technology conference, the Best Coaster in the World has a presence on virtually every social media platform and is proudly presented by Newcastle Brown Ale as the most innovative beer innovation ever innovated. The coaster execution, like everything else in the campaign, offers a humorous and direct take on a category that is rife with bollocks.

The integrated campaign will roll out several more TV spots throughout the year and also features radio spots, in-bar posters, neon signs, coasters and tap handles.

Agency: Droga5, New York

Creative Chairman: David Droga

Executive Creative Directors: Ted Royer and Nike Studzinski

Copywriter: Ant White

Art Director: Karen Land

Editor: Gary Knight of Cut+Run