Newcastle Brown Ale is a classic English beer brand known for its smooth taste and dry sense of humor. First brewed in 1927, this award winning English Ale enjoys its status as a premium import, yet prides itself on being unconventional and highly approachable. Since its introduction to the US market, the brand has enjoyed double digit growth annually. The brand's US distribution and marketing is now controlled by Heineken USA, our client.
After nearly a decade of product advertising, the time came to finally put a face to the brand. This decision also came at a time when the brand desperately needed to elevate its web presence. We were tasked with achieving both, deepening both the brand's personality and its connection with consumers.
We created a concept called "The Block" for their brand website that delivered information about the beer and the brand in a non-traditional way. Through a series of casual, informative and entertaining videos, we told the brand's story through life on a block within a revitalized hipster urban neighborhood. This is just one of thirty or so videos that lived on the website, representing our target demographic in how they behave, both on and off premise.
The website was launched with modest budgets and a tight schedule, but the results were nothing short of astounding. Not only was the site featured on FWA's Site of the Day, the CEO of Heineken said it was the strongest brand website in their entire global portfolio.
Client: Newcastle Brown Ale
Project: Brand Website
Executive Creative Director: John Vitro
Creative Director: Kent Thayer
Design Director: Mike Brower
ACD/Art Director: David Alan Reyes
ACD/Copywriter: Elliott Allen
Agency Producer: Mickey Strider
Film Director: Alex Ogus
Film Production: TWC Films