Newcastle Brown Ale
When Jygsaw Brands Ltd took on responsibility for breathing new life into the Newcastle Brown Ale brand, they needed an agency with a track record of managing iconic drinks brands.
Jygsaw has a stable of brands of distinction which include Scrumpy Jack, McEwans and Woodpecker in addition to Newcastle Brown. They have recognised that consumers want brands that respect the heritage and provenance of their past, whilst remaining current and relevant today.
thehouse worked alongside Jygsaw to build a plan that will re-invigorate one of the nation’s, if not the world’s, favourite beers.
What we did
- brand identity and design
- communications
- visibility
- experiential marketing
- sales promotion and merchandise
The first task was to build a brand proposition that capitalises on the brand’s heritage, pride in it’s homeland and iconic logo. The Star of the North creative is designed to reassure existing customers that Newcastle Brown still respects and understands it’s position in the heart and minds of the people of the North East.
The second task was to bring the brand to a new audience with a series of targeted rate of sale promotions and regional PR activity. I*NE puts a canny northern spin on the classic I♥NY campaign, creating an iconic promotion for a younger generation of drinkers.
