How Newcastle Brown Ale brewed up a digital success story
Stephen WhitesideWarc
For all the hyperbole surrounding digital marketing, few brands are brave enough to almost solely rely on this medium to engage consumers.
With its attention-grabbing "No Bollocks" positioning – first launched in 2012 – and messaging that lampoons almost every conceivable cliché of modern advertising, Newcastle Brown Ale has long stood out from the crowd. But according to Quinn Kilbury, brand director for the Heineken-owned imported beer, its decision to focus with near-exclusivity on new media was not entirely voluntary.
"It's out of necessity, to...