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 themselves.
Controversy has been part of BrewDog’s DNA since it launched 18 years ago, and the brewer is well known for its marketing stunts and campaigns that spark national debate and keep the brand in the headlines – sometimes for the right reasons, sometimes not.
Through 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.
“We’ve never been shy about stirring the pot, but behind every headline is a team obsessed with brewing world-class craft beer,” said COO Lauren Carrol. “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 now, the campaign will be followed by 48 sheets in Hackney, Aldgate and Brixton from 10 November.
Online, the campaign continues with an interactive game inviting users to guess which past BrewDog moments are true, and which are fabricated. 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.