Newcastle Brown Ale's No Bollocks Fall Retail Program

Newcastle Brown Ale is extending its popular No Bollocks campaign into the fall with its straight-talking and engaging No Bollocks retail program. Built on the promise of delivering a dose of refreshing honesty, the No Bollocks program cuts through the retail clutter, bringing Newcastle to life through special offers and no-nonsense support materials. “Newcastle’s No Bollocks campaign is based on the premise of honesty,” says Brett Steen, brand manager for Newcastle, HEINEKEN USA. “Our consumers (LDA ) know when they are being marketed to. No Bollocks breaks through that marketing clutter with  communication that gives it to them straight, just like the people of Newcastle, England – Geordies – who don’t take themselves too seriously, love a good joke, and most importantly, tell it like it is. Now we are taking this same message to our consumers where they shop through this fall’s straightforward No Bollocks retail program.” Beginning in September, straight-talking POS including price cards, tuck cards, cooler decals, shelf wobblers, base wraps and pole toppers, will generate interest and drive sales of Newcastle Brown Ale on display and in the cooler. Compelling cross-merchandising IRC and MIR offers on select grocery and c-store items (where legal) will drive out-of section display and increase basket rings at retail. Equally compelling no-nonsense POS elements, including posters, tap handles, banners, neons, coasters, table tents and t-shirts (where legal), will be available drive interest and sales of Newcastle in on-premise accounts. Steen concluded: “Our No Bollocks 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.”