TBWA/London wins job of revamping Newcastle Brown

Scottish Courage is understood to have to appointed roster agency TBWA/London to handle the advertising for Newcastle Brown Ale. It is thought that the multi-million pound brief for the 77-year-old brand will include a television campaign to revive the beer’s ailing fortunes, at a time when the popularity of real ale is declining.

The brand has been without a retained agency for some time.

TBWA already handles Scottish Courage’s John Smith’s brand. It is understood that the campaign will seek to change the image of Newcastle Brown Ale, which was one of the first drinks brands to introduce sensible-drinking messages on its bottles. The message reads: “Responsible drinkers don’t exceed 4 daily units (men) and 3 daily units (women).”

The brand has not been supported by large advertising budgets recently, but is remembered for its controversial parody of the famous Sophie Dahl Opium campaign in 2001. Created by Circus, the Newcastle Brown Ale ad featured an unshaven man in overalls and boots holding a bottle of the ale brand. The strapline said: “Brown is the new Brown.” Yves Saint Laurent sued the brewer over the ad.

Newcastle Brown Ale was first introduced in the UK in 1927. In 1999, Scottish Courage incorporated a heat-sensitive ink on labels, which changes colour when the beer reached its optimum drinking temperature.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here