VitroRobertson Ties In Ale With DVD

LOS ANGELES MDC Partners’ VitroRobertson and independent public relations firm Formula have launched a campaign linking Newcastle Brown Ale with the release of Fox Home Entertainment’s Office Space Special Edition With Flair DVD.

Appearing in grocery stores this week, a VitroRobertson-crafted, human-size display features Office Space characters Milton and Lumbergh flanking stacks of Newcastle 12-packs and DVDs. Consumers who purchase one of each receive a $5 mail-in rebate, according to a Formula representative.

The national effort—meant to complement San Diego-based VitroRobertson’s current “Duality” Newcastle campaign—also features tagged radio spots and “a variety of online aspects.”