Problem How do you help a well-established imported beer find its home in the U.S. market? Solution Use specific OOH units to reach the target audience in the places they spend most of their time. Background Newcastle Brown Ale was first brewed in 1927 in Newcastle-upon-Tyne, England by Colonel J. Porter. The recipe was adapted over a period of three years to create the remarkably smooth and rich fla - vor distinct to the beer today. When first exhibited, Newcastle Brown Ale swept the board at the prestigious 1928 International Brewery Awards, the gold medals from which are featured on the label to this day. By the 1990s, Newcastle Brown Ale had become the best-selling bottled beer in the U.K. and all of Europe. The company was hoping America wouldn’t be far behind. Objective The

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