Newcastle Brown Ale

BRINGING IT BACK TO THE BEER THROUGH INFLUENCER MARKETING

Role: Copywriter/Planner 

Newcastle Brown Ale had seen huge cultural penetration after its now-classic Super Bowl ambushes, but the brand hadn’t necessarily experienced a sustained lift in purchase and trial afterward. And as a century-old beer brand, it was hard to make waves about Newcastle’s flavor among beer media who chase the latest hoppy microbrews. In order to get target audiences talking about the beer, not the marketing, we partnered with seven “guy”-oriented food bloggers to produce posts that promoted Newcastle as a pairing and as an ingredient in original recipes. I wrote the creative brief, key messages and product information that our partners used to create their posts.