Droga5’s Newcastle Brown Ale campaign for the July 4 holiday in the US began as a bit of fun. It became so much more…How that came about is a great story…
If you’re cheeky, two things happen:
- People listen
- Some people will try and put you back in your box (so to speak)
Getting people to listen to you matters when you’re a beer brand. All hail to Droga5 and Newcastle for turning an OK campaign into a bloody spectacular one.
Qantas, Woolies, JP Morgan, British Airways, Tesco, McDonald’s…and every other brand that’s copped a tirade on social media, take note: This is how to handle it.
July 2, execution 2 in the campaign:
…and later that day:
