A lot of better beer drinkers want the taste experience and badge appeal of a dark beer. But they aren’t always down with the bitterness that can come along with it. That’s where Newcastle’s unique point of differentiation comes in. Although it has a rich dark color, it doesn’t taste like most dark beers. So we created a campaign called “The Lighter Side of Dark” – to help establish Newcastle’s unexpected flavor profile along with its unique perspective on the world.