BrewDog drops the XXXX but still stirs it up in new blitz

Craft brewer BrewDog is channelling to its reputation for controversy in a new tongue-in-cheek campaign designed to its promote its core range of beers, although it has steered clear of its offensive use of blanked out expletives.

The company, which once ran an ad for its alcohol-free beer Punk AF under the strapline “Sober as a motherfu”, is a launching the new activty on OOH sites and online, featuring some “believable” yet spoof stories that parody BrewDog’s image as the enfant terrible of the drinks industry.

Headlines include “BrewDog launch new IPA that only exists on LinkedIn”; “BrewDog launch reality TV show to find next CEO”; and “BrewDog scrap HR department. Launch therapy dog scheme instead”, supported by an online interactive game which invites consumers to guess which past BrewDog headline moments are true, and which have been fabricated.

Each set-up gives way to a showcase of one of its core brews, including Punk IPA, Hazy Jane, Lost Lager and Elvis Juice.

Brewdog chief operating officer Lauren Carrol said the campaign was about reclaiming the brand narrative: “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.”

The brewer, which now operates more than 120 venues globally and exports to over 60 countries, said the initiative marks a return to its roots through “bold storytelling” anchored firmly in its product.

BrewDog drops the XXXX but still stirs it up in new blitz

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