The Challenge
Whilst craft has dominated the headlines in the beer category for the last few years, there’s still a world of beer lovers out there that are missing out on the delicious world of craft beer simply because they are nervous about making the switch.

If BrewDog were to live their brand promise to ‘democratise craft’, we needed to develop an on-pack offer that would convince beer lovers to try something new while providing a value-added proposition that could secure off fixture display.

The Insight
We knew that the main barrier to craft is taste, so we needed a clever way to offer our drinkers a way to try something new without risk. But that was only half the battle. With the fight for instore real estate never being so fierce, we wanted to win off-fixture display in retailers without simply discounting and devaluing the premium position of the beer.

The Action
The BrewDog Money Back guarantee was the perfect solution.

We ideated, developed, and delivered the campaign that captured the hearts and minds of potential BrewDog lovers and got retailers so excited we were able to secure a plethora of in-store opportunities, all without the need to discount.


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