Newcastle Brown Ale has returned to TV in its homeland for the first time in seven years to reinforce its Geordie roots after confirming it plans to cease production at its Newcastle brewery.
Scottish & Newcastle started re-running the ‘Howie’ TV ad, which was last screened in 1997, in the Tyne Tees region on Monday (August 2) and plans to continue to air it until the end of this year.
The move follows Scottish & Newcastle’s decision to close its Newcastle-based Tyne Brewery in spring 2005, where it currently produces the brown ale, and transfer production to Dunston Brewery, which is two miles away in Gateshead.
The 30-second ad shows Howie meeting with his friends after returning from his travels. He opens his rucksack to reveal
gifts he has brought back from Australia, New York, Brazil and Russia packaged in native materials including an American flag and a Russian doll.
However, each friend unwraps exactly the same gift - a bottle of Newcastle Brown Ale.
Paul Stanger, head of customer marketing at Scottish Courage Brands, said: “The advertising will communicate Newcastle Brown’s values of honesty and down-to-earth sociability and will bring the brand to the forefront of the hearts and minds of consumers in the heartland region.”