Never the industry’s shrinking violet, Brewdog’s latest work directly criticises the taste of flagship drinks from four of the UK’s biggest beer brands.
The campaign takes the overall consumer scores of popular lagers from the website RateBeer.com, juxtaposing them with the superior score given to Brewdog’s Punk IPA. The ads claim the Indian pale ale boasts a rating of 97/100, while Budweiser, Carling, Fosters and Stella score 0/100, 1/100, 3/100 and 9/100 respectively.
The accompanying copy is a direct dig at the competitors’ ad slogans. Executions include ‘Wassup, Bud?’ and ‘Good Call, Fosters?’
The minimal campaign will run across the UK on outdoor, press and social. It was created by indie agency Isobel, which created its ‘Don’t Believe the Hype’ sampling activation earlier this year.
Source: The Drum