Newcastle Brown Ale hijacks 4 July celebrations

Newcastle Brown Ale: asks US drinkers to celebrate
Newcastle Brown Ale: asks US drinkers to celebrate

Newcastle Brown Ale has taken America's 4 July celebrations to the next level by "hijacking" the national holiday and replacing it with an ad campaign for Independence Eve.

In honour of the new and completely fabricated holiday, the brand last night handed out the "Revolutionary Koozie" to Americans, a one-off beer that features the British flag on one side and the American Stars and Stripes on the other.

Consumers were told to "celebrate the American revolution with a very revolutionary 180 degree rotation" at the stroke of midnight, and go "from honorary British subject to proud American with the twist of a fist".

The activity, supported by a series of digital ads on Newcastle Brown Ale’s Facebook page, was created by Droga5 and runs as part of the brand’s "No bollocks" campaign work.

Charles van Es, senior director of marketing for Heineken USA portfolio brands, said: "Newcastle is a very British beer and needless to say, it doesn't sell that well on 4 July. So why not establish it as the beer you drink on 3 July?"

He said: "Unlike the Redcoats in the 18th Century, we're picking our battles a little more wisely. By celebrating Independence Eve, we're taking liberties with America's liberty to create a new drinking occasion and ensuring freedom on 4 July tastes sweeter than ever."  

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