BrewDog, one of the UK’s most innovative breweries, is drawing on the nation’s love of cold beer in a brand-new out-of-home (OOH) campaign, celebrating its latest light lager offering.
The campaign, designed in collaboration with London-based agency Among Equals, rolled out across major UK cities from September 2nd.
Cities such as London, Manchester, Birmingham, Glasgow, and Newcastle will showcase this campaign, aiming to highlight the nation’s desire for a refreshing cold brew.
“The One You’ve Been Asking For”
The creative vision behind the campaign centres on the simple yet powerful tagline: “The one you’ve been asking for.”
The team at Among Equals cleverly tapped into a common cultural refrain that resonates across beer lovers everywhere – the craving for a cold beer at the end of a long day or during a sunny afternoon.
Among Equals’ creative director explained the inspiration stating it came from how many times you hear people saying they’re dying for a cold beer? It’s the soundtrack to the sun making a brief appearance, to the first day of a holiday, to finishing a hard day at work.
While traditional beer adverts emphasise the fizz and freshness of a cold lager, BrewDog’s campaign takes a different angle, playing into the Americana aspects of the brand’s new light lager’s identity.
What’s more, it stands out in a crowded beer market by leaning into storytelling that aligns the product with everyday moments.
Making the Most of Creative Opportunity
According to BrewDog’s Chief Marketing Officer, the primary goal is to get more people trying this beer. They know when people try Cold Beer, they love it, so that’s the aim for this campaign – to get more people trying it.
Acknowledging the competitive nature of the lager industry, with large media budgets at play, BrewDog is focusing on creativity over sheer financial power. There are already a lot of big players in lager with much bigger media budgets. The CMO believes that cutting through can be challenging but not impossible.
By positioning their product as “the one you’ve been asking for,” BrewDog has found a way to connect with the consumer’s natural craving and desire for a refreshing cold beer. It’s a message that resonates far beyond just beer aficionados, appealing to a broader audience.
BrewDog’s Innovative Marketing Approach Continues
This campaign is yet another example of BrewDog’s bold approach to marketing. The company continues to focus on creativity and differentiation to stand out from more traditional beer brands.
Interestingly, this campaign comes in the wake of the former BrewDog CEO setting up a new influencer-focused app just weeks after his departure in June, signalling continued innovation within the BrewDog ecosystem.
Conclusion
BrewDog’s new UK-wide campaign taps directly into the heart of British beer culture. Designed to appeal to anyone who’s ever craved a cold beer after a long day, the campaign balances bold creativity with the brand’s signature rebellious spirit.
As BrewDog continues to innovate both in product and marketing, this campaign serves as a reminder that even in a saturated market, it’s possible to stand out by listening to what people really want – a cold, refreshing beer, delivered with flair.
