How Newcastle Brown Ale found its brand personality

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Droga5's Ted Royer and Heineken's Quinn Kilbury discuss how to build a 'no bullshit' brand

NEW YORK  — Every brand can find its own unique personality, as long as it has a point of view that doesn't add to the noise, according to Ted Royer, chief creative officer at Droga5.

Speaking to Campaign US, Royer and Quinn Kilbury, brand director for Newcastle Brown Ale, talked about the creative thinking behind the "no bullshit" beer brand, which has a strong and irreverent brand personality.

Royer discussed how Newcastle aims to go against the grain of marketing in its category. "We are blessed there is a never-ending amount of fodder in the marketing world for us to make fun of," he said.

Kilbury said that they knew Newcastle's "If We Won" campaign, which imagines how great it would have been if Great Britain had won the Revolutionary War, would ruffle a few feathers.

"By pissing off a certain group of people, you actually get other people to feel more aligned with your brand – and it was a small group of people we figured we’d be angering, most people got it really quickly," said Kilbury.

Royer said every brand can find its own personality. "We try to bring out the strongest personality of a brand and give it a point of view on the world that is not just contributing to the noise but adding to intelligent conversations, real conversations," he said.

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