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.” The latter includes an interactive micro Web site and a direct e-mail blast to Newcastle’s and Fox’s databases, the rep said.

This marks the first time that Newcastle has joined forces with a major motion picture studio, according to Bill Wetmore, marketing director of Scottish & Newcastle Importers, San Rafael, Calif. “Given the synergy between the characters’ independent spirit and Newcastle Brown Ale’s personality, we found this to be an irresistible partnership,” he said in a statement.

Formula in Marina del Rey, Calif., brokered the deal between Fox and Newcastle for the DVD promotion. A campaign spend was not available.