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IF WE MADE IT - 10 Award Winning Strategy Case Studies (Under Armour, REI, Seamless, Apple)

IF WE MADE IT - NEWCASTLE BEER
STRATEGY:
TAKE THE LAME MEDIA TACTICS AND TURN
THEM UPSIDE DOWN TO BREAK THROUGH
Product Insight - Newcastle Brown Ale was first
brewed by ‘Geordies’; the coal-mining,
no-nonsense working class of Newcastle, for
whom the beer was brewed
Consumer Insight - They are no frills guys, who
are sick of beer brands pandering too them
Cultural Truth - The Superbowl is the biggest
marketing event of the year, full of marketing
trickery
DROGA5

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