BrewDog has launched a new nationwide marketing campaign, taking inspiration from the tabloid headlines that have followed the brand for years, to turn the spotlight back onto what matters most — the beers they’re most proud of.
Controversy has been part of BrewDog’s DNA since it launched 18 years ago. Never shying away from pushing boundaries, the brewer is well known for its bold marketing stunts and campaigns that spark national debate and keep the brand in the headlines – sometimes for the right reasons, sometimes not. But whatever the story, it’s rarely about what truly defines BrewDog: the beer.
Through bold outdoor and digital creative, the new campaign, ‘What have BrewDog done now?’, features tongue-in-cheek, fake-but-believable stories that parody BrewDog’s past controversies. The kind that makes you stop and say, “Did they really do that?”, with headlines including:
· “BrewDog launch new IPA that only exists on LinkedIn”
· “BrewDog launch reality TV show to find next CEO”
· “BrewDog scrap HR department. Launch therapy dog scheme instead.”
Each ad grabs attention with an outrageous story before pivoting to spotlight one of BrewDog’s best-selling beers – a twist that transforms the brand’s infamous reputation into an advantage. The beers on show include, the brands’ original and best-selling Punk IPA, Hazy Jane, Lost Lager and Elvis Juice.
Lauren Carrol, Chief Operating Officer at BrewDog, comments: “We’ve never been shy about stirring the pot, but behind every headline is a team obsessed with brewing world-class craft beer. This campaign spoofs the outrageous stunts of the past to shine a spotlight onto the thing that really matters to us: the beer.“
Targeting high profile OOH digital screens across London and Manchester from today, the campaign will be followed by 48 sheets in Hackney, Aldgate and Brixton from 10th November.
Online, the campaign continues with an interactive game inviting users to guess which past BrewDog moments are true, and which are fabricated, by visiting http://www.brewdog.com/pages/what-have-brewdog-done-now. Those who take part will unlock exclusive discount codes to claim free beer via BrewDog’s online shop, rewarding fans for engaging with the brand’s history of playful chaos.
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