Scottish Courage is to re-launch Newcastle Brown with a new web site and external communications, through Circus, in its latest attempt to turn around the brand's fortunes.
Circus won the work following a pitch earlier this year against several other through-the-line agencies and web design specialists. SC spokeswoman Kerry Teakle insisted Circus' appointment did not affect the brand's other agency arrangements, currently with CDP and The Union Advertising Agency.
It is not the first time the brewer has tried to reinvigorate the brand.
Earlier this year the word 'ale' was dropped from the title and the famous label was redesigned, in an attempt to pitch the beer at younger drinkers.
The last big above-the-line push for the brand was in 1996, with a pounds 4m satellite TV and cinema campaign by Collett Dickenson Pearce, which aimed to steer the ale away from its laddish image and lure female customers.
Paul Twivy, partner at Circus, said Newcastle Brown deserved to be liberated from its reputation as an 'old-fashioned, Geordie working man's staple or for students and bikers'.
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