June 28, 2013
The Fourth of July is the quintessential American holiday. It kind of is “America.”
But the decidedly British Newcastle Brown Ale believes the only way to truly appreciate this patriotic holiday is to give Americans a taste of something they’ve been missing for the past 237 years: British rule. At least for a day.
For years, companies have been accused of manufacturing holidays to sell their products — some with great success. Not to be outdone, Newcastle and its agency partners — present company included — is introducing “Independence Eve,” a lighthearted, completely made-up holiday on July 3.
The holiday honors all things British that Americans gave up when they signed the Declaration of Independence. The effort is the latest activation in the brand’s popular No Bollocks marketing campaign, which offers a humorous and refreshing dose of honesty.
To mark the launch of Independence Eve, Newcastle has created the “Revolutionary Koozie,” which pays special tribute to the motherland on July 3, while acknowledging the historic transformation that is observed on July 4. It features the British flag on one side and the American stars and stripes on the other. Simply turn the Revolutionary Koozie 180 degrees at the stroke of midnight to go from honorary British subject to proud American with the twist of a fist.
In addition to a spirited, “No Bollocks”-style digital activation, celebrations in bars across the country and media relations efforts, the program included an influencer mailing that sent a pair of Revolutionary Koozies, some Newcastle swag and — is there anything more British? — a powdered wig (shown at right) for good measure.