Newcastle Finds a Cheeky Way to Celebrate the Fourth of July

The Redcoats get revenge

Headshot of Tim Nudd

British brands, understandably, don't have much to say around the Fourth of July—until now. Newcastle Brown Ale, among the cheekiest of U.K. marketers, has turned America's most patriotic holiday to its advantage by inventing a new, completely made-up holiday: Independence Eve on July 3. The idea of the tongue-in-cheek campaign, created by Droga5, is to "honor all things British that Americans gave up when they signed the Declaration of Independence," Newcastle says.

@nudd Tim Nudd is a former creative editor of Adweek.
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