Newcastle Will Drive You Home, If You Talk About Its New Beer Through a Huge Megaphone the Whole Time | Adweek Newcastle Will Drive You Home, If You Talk About Its New Beer Through a Huge Megaphone the Whole Time | Adweek
Advertisement

Newcastle Will Drive You Home, If You Talk About Its New Beer Through a Huge Megaphone the Whole Time Barter system at work in holiday stunt

No good deed comes without a little punishment. That's Newcastle Brown Ale's "No Bollocks" take on responsibility messaging, judging by a recent stunt in Los Angeles orchestrated by Droga5.

The brand is introducing a new beer, Newcastle Cabbie Black Ale, and decided to promote it by driving drinkers home in black British taxis, on one condition—that they advertise the new brew through an enormous taxi-top megaphone for the entire ride. You can see footage from the rides below. The passengers are seen largely reading from a script, although there's some improvising going on, so perhaps the driver was also a copywriter.

Newcastle somewhat proudly declares that there were 67 noise complaints, but it was worth it to get 54 beer drinkers home safely. ("Don't be a wanker. Take a bloody cab," says copy on the back of the taxi.) The brand is also taking the taxi campaign further through a partnership with Taxi Magic, the nation's leading taxi app. In the more than 60 cities where Taxi Magic rides are available, Newcastle Cabbie point-of-sale displays will offer $5 toward a cab fare booked through the app.

"We're not exactly pioneers in declaring drinking and driving to be utter bollocks, but we're proud of the fact that we're putting our money where our mouth is and offering people a tangible incentive to enjoy our product safely," says Brett Steen, brand manager at Newcastle Brown Ale.

Get the The AdFreak Daily newsletter:

Thanks for signing up! Check your inbox for a confirmation email.

Advertisement

Sign up for AdFreak Newsletters

About AdFreak

AdFreak is your daily blog of the best and worst of creativity in advertising, media, marketing and design. Follow us as we celebrate (and skewer) the latest, greatest, quirkiest and freakiest commercials, promos, trailers, posters, billboards, logos and package designs around. Edited by Adweek's Tim Nudd and David Griner.

Click to Subscribe to AdFreak RSS

Advertisement