Well you’re dead wrong. But that’s alright, you’re not an idiot.
The brand just released a (hilarious) video for the US market titled “Misconceptions” that uses humor to outsmart the preconceived idea people have about the beer.
The 30-second spot created by Droga5 N.Y. features the sarcastic Newcastle voice that you must already know if you’re a fan. The message is clear: anyone who thought Newcastle Brown Ale was undrinkable before tasting it was either a “dumb idiot” or an “ignorant a**clown”.
The aim of this strategy is to crush a misconception most people have about the brand: according to market research, many people are afraid to drink Newcastle Brown Ale because they think the beer is bitter and heavy.
Flores Dohnert, brand director for Newcastle Brown Ale explained: “We’ve found that because of Newcastle’s full, brown color, people sometimes think that it’s a heavy beer. But they couldn’t be more wrong! Yes, it is full-bodied, but it’s also very smooth and refreshing. We made a video that helps bring that to life in a completely unsubtle, fun, Newcastle sort of way.”
She added: “It’s our biggest trial. Even though we are talking about something that people could see as negative, it’s not, so let’s have fun with it.”
A commercial released right in time for Fourth of July, one of America’s biggest beer-drinking holidays.
So now you know. Don’t be afraid of trying Newcastle Brown Ale. Go for it. Have one. Don’t be an idiot.
Brought to you by the dumbf*** who wrote this article.