WHAT WE DID
Brewdog
One brand — three beers — one PR agency.
Once maverick beer brand BrewDog put their mind to something, there really is no stopping them. With DADA on board, BrewDog’s mission to shake up the UK beer industry has been full steam ahead: converting Bud drinkers to artisan beer connoisseurs.
Through a carefully managed PR strategy BrewDog’s profile has soared while positioning outspoken founders James Watt and Martin Dickie as pioneers of the UK’s up and coming craft brewing scene.
In July 2009 the release of BrewDog’s 18.2% Tokyo* caused a media storm with outlets from BBC Radio 4 to Channel 4, Sky News and even Playboy covering the story. Despite the connoisseur appeal of Tokyo*, priced at £9.99 per bottle, BrewDog faced the wrath of the Portman Group who claimed that BrewDog was encouraging binge drinking.
Infuriated by the sensationalist response from industry regulators, BrewDog released a new drink - Nanny State. Weighing in at 1.1% and containing more hops than any other brew in the UK, the little beer sent a big message that BrewDog was a force to be reckoned with. Once again BrewDog dominated the UK media with widespread coverage across print, broadcast and online media.
SERVICES PROVIDED
- Event Launch
- PR Campaign
- Media Coverage
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Next on the BrewDog agenda was taking the title of the world’s strongest beer. An intense 18 month brewing process saw the fruition of Tactical Nuclear Penguin - a 32% imperial stout which was aged in whisky casks and then stored in a cold store for three weeks. BrewDog founder James Watt popped in naked to test the temperature, and in the process created a killer viral that had over 50,000 hits online, whilst the BBC’s coverage of Tactical Nuclear Penguin had 2 million hits on the day of launch making it the most read story in the world.
Controversial? Perhaps. Successful? No doubt.
