BrewDog Employs 'Anti-Advertising' in New Campaign

Independent craft brewery, BrewDog, has just launched a campaign that says it will deliver one million pints of its flagship Punk IPA to convert new craft beer drinkers.

Over the next four weeks, the Aberdeenshire brewery intends to give away one million beers in the world’s biggest ever beer sampling campaign. The brewer is accompanying the release of the campaign with the anti-advertising statement of ‘Don’t believe the hype’.

BrewDog says it is certain that all who try the beer will become converts to the craft beer cause and the accompanying campaign suggests that people 'Don’t buy the advertising', 'Don’t believe the hype' and should try the beer and make up their own minds.

The campaign, created by independent creative agency isobel, uses a variety of social, digital, press and outdoor channels to communicate its message. 

“Most beer advertising has become a thing of clichés and empty promises but BrewDog has never been in this camp," said Jamie Williams, partner at isobel. "The team believes deeply in the quality of their product, and we always felt the best and most genuine way to recruit new BrewDog drinkers was to give as many people as possible the opportunity to try it.  And one million people sounded like a good number.  As a creative agency, asking people ‘not to buy the advertising’ might sound odd, but we hope people will appreciate this honesty, and judge the beer for themselves.”

To claim one of the million beers, members of the public are invited to enter their details at www.brewdog.com/1million. They will then be issued with a beer token that can be taken into any of BrewDog’s 50 bars around the world in return for a pint of Punk IPA. Beers will also be available to be redeemed via BrewDog’s online shop and participating retailers.