We partnered with Alex & Sigge, famous duo and hosts of the most popular podcast in Sweden, to make a video for Newcastle Brown Ale that they could promote on their YouTube channel. While narrating it, the duo essentially had a conversation about trying to make a commercial for beer within the restrictions of the law. Among other things, they wanted to push a bottle onscreen, but couldn’t show their hands. They instead had it lowered with a thin piece of string, but not a fishing line because that could imply that you could have fun while drinking it.

We partnered up with the famous media duo Alex & Sigge to make a commercial for Newcastle Brown Ale, highlighting the weakness of not being able to advertise as a strength and playing with the difficulty of making a beer commercial yet also addressing the dark beer barrier.

By utilizing Alex & Sigges podcast with 500.000+ listeners weekly, we promoted the No Bollocks concept and the fear of dark beer as a recurrent topic during our collaboration. In the last of five podcast episodes, Alex & Sigge promoted their own ad for the beer brand on their YouTube channel.

The campaign reached 85% of core target audience with a 15% interactive rate with the video within the group.

This resulted in a 133% uplift of spontaneous brand awareness in the core target audience from 6 points Q1 2014 to 14 points Q1 2015.

Between the same periods, we also we see the same increase pattern in the core audience’s brand usage. The total usage increased by 11% (from 35 points to 39 points) whereas regular usage increased 22% (from 9 points to 11 points) in the core target audience.