Two beer companies, two completely different messages. Newcastle has recently launched its newest advertising campaign "No bollocks", and Carlsberg, the Budweiser of the U.K., has expanded its latest brand, Copenhagn, to the U.K. Each beer is looking to expand its reach, but are going different ways with their messages.
Carlsberg created Copenhagen last year as an attempt to offer a beer that people who call themselves "beer-haters" would enjoy. According to the article in Marketing, the beer, as Carlsberg's vice president calls it, is "a gender-neutral metrosexual beer" and has developed a following in northern Europe. Copenhagen's expansion into the U.K. isn't tough to figure out, either. The U.K. beer advocates have been focusing on attracting more non-beer drinkers to change their minds and try it. Earlier in 2012, it was announced that there will be a campaign that celebrates the health benefits of beer, in efforts to change its image and to encourage women to drink it. Copenhagen, named after the trendy and urban town of Denmark, was made less bitter and modeled after malt beverage bottle in order to attract more women.
We'll see how that goes.
Newcastle, on the other hand, is looking to getting back to basics. The campaign is called "No Bollocks" and the goal is to tell beer drinkers exactly how it is. The press release talked about the people of Newcastle, England (Geordies) and how they like a good joke and don't take themselves too seriously. The ads reflect the attitude. The TV ads will be seen nationally starting in April, and the work can be credited to Newcastle's new agency of record, Droga5. The campaign will also have in-bar elements, events, social media and PR activities.
Below is one of its ads. See the rest of them on the Newcastle YouTube page.