BrewDog launches ‘Beer for All’ carbon negative ad campaign

Scottish brewing giant BrewDog’s latest campaign celebrates inclusivity and environmental consciousness following a spate of recent controversies.

From people who believe in aliens and unhappy couples to fake listeners and shoplifters, BrewDog appeals to people of all walks of life, according to the company’s new TV advert.

Launched on 6 August, ‘Beer for All’ is the first campaign devised by new brand and marketing director Lauren Carrol, who was promoted to the position in June after three years with the company.

The brand seeks to highlight its status as the world’s first carbon negative brewery, which it achieves by offsetting twice its carbon footprint through worldwide tree planting initiatives.

Proclaiming itself the planet’s favourite beer, the campaign follows the Punks with Purpose controversy which arose in June over a “toxic attitude” and “culture of fear” within the company. More than 250 former employees penned an open letter accusing the brand of using “lies, hypocrisy and deceit” to generate positive PR.

BrewDog also faced criticism in July after an ad campaign for its hard seltzer was banned for making misleading nutritional claims.

With environmental consciousness at the heart of ‘Beer for All’, the campaign’s tagline claims to be “making it a better world for everyone who drinks BrewDog. And even those who don’t.”

Read more about the most recent BrewDog controversy here.

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