New tricks under Tilray for BrewDog
DRINKS firm Tilray Brands has launched a major multi-platform marketing campaign for BrewDog to highlight the craft beer brand has entered a new era under its leadership.
Marking fresh investment into the brand, the campaign will spread out the message through major out-of-home and above-the-live activity across high-impact and high-footfall locations across customer and trade touchpoints in the UK.
This will include large-format outdoor advertising, such as billboards, digital screens in high traffic locations and a personal letter from Tilray outlining the firm’s commitment to the future of BrewDog.
Irwin D. Simon, chairman and chief executive officer at Tilray, said: “This is BrewDog’s first major campaign in a long time and it is only the beginning. Since acquiring BrewDog, Tilray has moved quickly to put real capital, focus and operating discipline behind the business, including nearly £50 million of investment across operations, working capital, people and the platform needed to support growth.
“BrewDog is one of the biggest and most recognised beer brands in the UK and across Europe, and we see tremendous opportunity to re-energise it, strengthen its connection with consumers and build it into an even bigger global business.”
The creative carries a number of stand-out lines that fans of the brand have come to expect from BrewDog including the likes of ‘We’ve Flipped the Bird’ for its Wingman beer, as well as ‘A Little Less Allegation’ to go with Elvis Juice.
To support the campaign, BrewDog will offer a range of high-impact promotions across the convenience trade as well as other channels including supermarkets and hospitality such as four-packs of Punk IPA for £3. This will also be backed with in-store media to draw attention to the campaign.
Further to this, convenience retailers will also be able to purchase cases of Punk IPA and Hazy Jane at strong promotional pricing across participating wholesalers, giving them incentive to stock up on the BrewDog range during key seasonal moments such as Halloween.
John Beasley, chief marketing officer at BrewDog, said: “BrewDog has always been at its best when it brings energy, attitude and ambition to the beer category. Under New Ownership is more than a campaign; it is a statement that BrewDog is back with focus, investment and the creative firepower to reignite momentum.
“We are here to support our partners, excite customers and remind the market why BrewDog remains one of the UK and Europe’s greatest beer brands.”
