Metis sample Newcastle Brown Ale

Metis trial brown ale sampling sessions

Metis has created and co-ordinated a Newcastle Brown Ale sampling promotion to encourage trial and raise awareness in countries that may not speak English, may have no knowledge of the ale, and may not even allow sampling. Metis’ “Cool English Taste” instant-win campaign gives the ale instant heritage by associating it with all things cool and English – from “Kangol” style caps to a Union Jack in Newcastle Brown Ale colours. Annabel Kohler, International Brand Manager at Scottish & Newcastle International, said: “We were very impressed with Metis’ grasp of the challenge and the bold simplicity of its solution. It successfully conveys our core product messages across language barriers and several new markets.” Metis has also developed guerrilla activity to run alongside the Rugby World Cup 2003 in Sydney.