Brewdog has launched a new nationwide marketing campaign, taking inspiration from tabloid headlines about the brand. 

The brewer said that controversy has always been in the DNA of the brand, ever since it launched in 2018. 

The new campaign, What Have Brewdog Done Now?, features a series of tongue-in-cheek fake news stories that parody past controversies. 

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.” 

The adverts also include images of the brewer’s most famous beers, including Punk IPA, Hazy Jane, Lost Lager and Elvis Juice. 

Lauren Carrol, COO at BrewDog, said: “We’ve never been shy about stirring the pot, but behind every headline is a team obsessed with brewing world-class craft beer. This campaign spoofs the outrageous stunts of the past to shine a spotlight onto the thing that really matters to us: the beer.”   

The adverts appeared yesterday in London and Manchester. An additional 48 sheets will be added in Hackney, Aldgate and Brixton from 10 November.