When San Diego-based Vitro wanted to communicate the unique and surprisingly smooth and easy to drink character of Newcastle Brown Ale beer (it defies common perceptions; although dark in color, it’s not bitter), its strategy was to play up the duality of the beer and embody it in the tagline “Taste the Lighter Side of Dark.” The strategy included both innovative out-of-home installations and Newcastle’s first ever television campaign that presents seemingly tragic “dark” situations that get a little bit lighter with a pint of Newcastle—and dry British wit. The out-of-home advertising focused on engaging and unique art that also played to the themes of light and dark and discovery and surprise: a 256-square-foot shadow sculpture, made with 3,000 Newcastle Brown Ale bottle caps came to life at night with a single light source; life-sized human installations were placed at pubs throughout San Diego; and an optical illusion, placed at the main entrance of the Del Mar Race Track, viewed from precisely the right spot appears to be a larger-than-life pint of Newcastle. 
Credits: www.vitroagency.com
| newcastlebrown.com

Communication Arts

// From our friends at Communication Arts

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