We don’t want to talk about beer advertising. We want to drink beer, quietly without advertising. But we thought you should know that Newcastle Brown Ale has a new advertising campaign based on the pitch “Smooth like no other.” Now this tired slogan does
not blow us away, even though we learned from
Brandweek the campaign visuals include a slithering snake, and gold swing (which are supposedly smooth.) But we are
dazzled by this “duh” statement by agency Vitro Robertson of San Diego that created the campaign:
"While other beer brands use ubiquitous images of women in wet T-shirts, we think we've found an unexpected way to express the benefits of the brand and make it memorable," John Vitro, the agency's partner and co-creative director, said in a written statement.
Marketing Blurb reminds beer lovers that women prefer wine with each other rather than wearing wet T-shirts and drinking beer with the guys. Oh, and while we have not seen the creative—no snakes—they keep the women at bay as well. Surprise us with mature beer advertising.
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