Telling it like it is

Newcastle Brown Ale is attempting to cut through the clutter of advertising with its “No Bollocks” retail program. Through straight-talking price cards, tuck cards, cooler decals, shelf wobblers, base wrappers and pole toppers, the company says it aims to deliver a dose of honesty and admit that they’re trying to generate sales. The company also will offer cross-merchandising mail-in redemptions and instant redeemable coupons when consumers purchase other products with the beer, allowing for out-of-section display. Other no-nonsense advertisements in the forms of posters, tap handles, banners, neon signs, coasters, table tents and T-shirts all featuring simple, candid messages will keep the brand top-of-mind and drive interest, the company says.

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