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above: six examples of submissions to the contest
Newcastle Brown Ale, America’s No. 1 imported ale, recently announced the launch of its “Your Beer. Your Label.” program. Aimed at celebrating the personality of its fans, Newcastle is turning its label into a blank canvas for adult consumers to change their individual bottles into a one-of-a-kind artistic expression. Consumers may use any type of tool – pencil, paint or computer – to create their unique label.
Digital labels submitted through the microsite will be considered during the designer search, with the chosen concept featured prominently on the Newcastle Brown Ale Web site.
above: the actual Newcastle Brown Ale label
“The Newcastle logo, with its unusual ‘cottage loaf’ shape and its iconic blue star, has inspired hundreds of photo collages and tattoo designs. We’re encouraging Newcastle drinkers to tailor individual labels with their own uniquely different, personalized touches,” said Colin Westcott-Pitt, Brand Director, Newcastle Brown Ale. “Our online program gives fans a chance to show off their artistic skills and, for one designer, on our Web site. We expect our judging panel will be inspired by the variety of designs our fans will submit.”
For designs to be considered, U.S. consumers 21 and older must submit their digital concepts on NewcastleBrown.com before March 14, 2010. After the entry period, fans are encouraged to vote for their favorite design until March 30, 2010.
The 10 designs with the largest number of votes will be judged by Newcastle team members on the basis of creativity, originality and brand personality. The selected designer will have their label prominently showcased on Newcastle’s Web site.
For additional rules, a template to download or just to get started, please visit here