On the day before July 4 — Independence Eve — Newcastle Brown Ale wants drinkers to remember England. It could win them a trip to that country.
Newcastle’s summer retail and on-premise program “encourages consumers to trade up” to the beer, starting on July 3, when Americans are invited to “raise a pint of Newcastle and toast the country that nearly ran theirs,” according to the company.
“This summer, July 4 falls on a Saturday,” noted Priscilla Dohnert, Brand Director for Newcastle Brown Ale. “As a result, many LDA+ consumers will have July 3, Independence eve, off from work. We are celebrating the Independence Eve day off with consumers by inviting them to submit videos to Instagram, thanking Newcastle for the extra day. LDA+ Consumers who share their personal ‘Thank You’ videos will automatically be entered into our Independence Eve sweepstakes for the chance to win a trip to England, the birthplace of Newcastle.”
Participants should use the hashtag #IndependenceEve.
To build awareness of the summer program, Newcastle is using social platforms and partnering with shopper-targeted digital media to deliver custom content and special offers that should help drive consumers to local retail outlets, bars and restaurants to purchase Newcastle.
In-store, high-impact display and POS materials — along with channel-specific cross-merchandising offers (where legal) on relevant summer celebration products, including deli items and salty snacks — are meant to drive shopper consideration and conversion.
“Summer is the key selling season for the beer category and the competition is fierce,” added Dohnert. “Our summer program will help . . . retailers drive incremental sales of the number one selling imported ale.”