BrewDog has launched a new out-of-home campaign satirising its past controversies.
The ‘What Have BrewDog Done Now?’ push takes inspiration from tabloid headlines that have dogged the brewer throughout its 18-year history.
Digital screens have appeared across London and Manchester featuring tongue-in-cheek, “fake-but-believable” stories about the brand. Further OOH activity in Hackney, Aldgate and Brixton will follow from 10 November.
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”.
Unsurprisingly, many of BrewDog’s real-life controversies – including the now infamous ’culture of fear’ open letter penned by former and current staff in 2021 – do not appear in the OOH campaign.
To support the push, BrewDog has also launched an online quiz inviting users to guess which past BrewDog moments are true and which are fabricated. Winners can secure exclusive discount codes to claim free beer via the brewer’s online shop.
“We’ve never been shy about stirring the pot, but behind every headline is a team obsessed with brewing world-class craft beer,” said BrewDog COO Lauren Carrol. “This campaign spoofs the outrageous stunts of the past to shine a spotlight onto the thing that really matters to us: the beer.”
The push comes as BrewDog looks to lure lapsed drinkers back to the brand amid flatlining sales.
BrewDog’s two biggest beers – Punk IPA and Lost Lager – have shed a combined £10.7m in grocery sales in the last year [NIQ 52 w/e 19 April 2025].
Meanwhile, the company’s broader revenues have remained flat year-on-year, following distribution losses in the on-trade and sluggish sales in its UK bar estate.
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