Scottish brewer and pub chain BrewDog may be under new management but it seems you can’t teach an old dog new tricks as it has once again courted controversy.
Its latest advertising campaign “Tastes like commercial suicide” has been criticised as tasteless, particularly by those working in mental health.
The new slogan was unveiled on giant billboards in London and Manchester to promote a reformulation of the brewer’s Punk IPA. The phrase is meant to suggest that the company has made a financial sacrifice for the sake of a better beer.
The Aberdeenshire company’s co-founders James Watt and Martin Dickie, who are no longer in control of the business, were regularly slapped down by the Advertising Standards Authority for the tone of their campaigns or for claims around their brands.
Posting on social media about the new campaign, Lauren Carrol, who is now chief operating officer, said: “Our brewers are buzzing, our finance team are crying – Punk IPA just got more expensive to make.”
It goes on to quote the head of procurement saying:” “We’ve loaded Punk with more flavour, more aroma and modern hops (including the new Krush hop) while keeping the price exactly the same. In a world where others are watering down to skirt duty thresholds, we’re doubling down. No shortcuts. No compromise.”
Ms Carrol added: “Huge thanks to Frances Docx, Alan Owen, and our internal marketing and design team for bringing this to life.”
But the post drew a long list of complaints that the choice of wording was insensitive and inappropriate.
Mental health advocate Hannah Pearsall, said: “Using the term ‘commercial suicide’ is an extremely poor choice of language. It’s deeply disappointing to see this. Suicide is not a metaphor for business risk, and careless wording undermines the seriousness of prevention efforts and the lived experiences of those affected. BrewDog can and should do better.”
Lawrence Broadie, co-owner & managing director at comms agency Electrify, said: “As someone who works in suicide prevention every day, this is horrible. Absolutely horrible. Try testing it with a family bereaved by suicide. Goodness me. Be bold all you want, but this isn’t bold. It’s crass.”
Creative director and BAFTA member Joe Goulcher, added: “Miserable and minging. How do you guys still get everything so consistently wrong? It’s not even disruptive or brave or cheeky, just gross. Especially for an alcohol brand.”
Alan Mahon, founder Brewgooder, said: “Lauren, I hope you never have to experience the devastation of losing someone or seeing a family shattered from suicide, and then see the term used in this way.”
Vanessa Juby, who works in wellbeing and management training, said: “Goodness, have you seriously used that copy? How deeply inappropriate and thoughtless to those who have been close to suicide personally or through a friend or family member. I never cease to be amazed by this brand’s thoughtlessness.”
The company has been contacted for comment.
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