BrewDog takes inspiration from tabloid headlines for new marketing stint
CRAFT brewer BrewDog has unveiled its new marketing campaign, inspired by some of the tabloid headlines that have followed the brand for years.
Dubbed the ‘What have BrewDog done now?’ campaign, BrewDog has rolled out a tongue-in-cheek nod to some of its most notorious headlines to turn the spotlight back onto its core range of beers.
The campaign can be seen across outdoor and digital creatives and features some “believable’ stories that parody BrewDog’s past controversies with headlines like:
• “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”.
Further to its presence across key cities in the UK, the campaign continues online with an interactive game which invites users to guess which past BrewDog headline moments are true, and which have been fabricated. Consumers can take part by visiting the campaign’s dedicated webpage here.
Those who take part will unlock exclusive discount deals to claim free beer via BrewDog’s online shop.
Lauren Carrol, chief operating officer at BrewDog, said: “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.”
