For big companies like Coca-Cola, PepsiCo and Budweiser who have money to burn, spending millions on a 30-second Super Bowl spot is a drop in the pan.
This year, Newcastle is pretending to pander to other “niche brands”—it is actually owned by Heineken—with a plan to create the world’s “first ever crowdfunded Big Game ad” by calling upon smaller businesses to join the cause.
On Newcastle Band of Brands, the brewer explains that small companies can submit their brands for consideration. For a “small contribution,” the chosen brands will have their logo and messaging appear in an “actual Big Game spot.” It's not clear what brands will be chosen or exactly how much it will cost them to get in with the "Band."
The reality is that Heineken could in theory pony up enough money to create a pricey Newcastle Super Bowl commercial – but it’s forbidden from running national ads during the biggest football game of the year since Anheuser-Busch InBev holds exclusive advertising rights. Newcastle is hoping to skirt the rules by purchasing local airtime spots on NBC affiliates during the Super Bowl, broadcast on Feb. 1.
To promote its latest advertising endeavor, Newcastle has enlisted the deadpan wit of “Parks and Rec” star Aubrey Plaza in a new digital spot.
“That’s right instead of blowing Newcastle’s marketing budget, let’s team up to blow all of our marketing budgets—together,” Plaza quips. “We can help your brands sell tons of whatever the f--- your brands sell.”
Would you join the "Band of Brands" to promote Newcastle?