'Cold Beer' - the one we've been asking for

Today BrewDog launches a nationwide OOH campaign spotlighting their light lager, ‘Cold Beer’. Created by London-based agency Among Equals, with BrewDog’s in-house team, the campaign speaks to the nation’s love for a cracking open a cold one.

Rolling out across ten locations with support on social media, the campaign looks to broaden the brand’s appeal, evolving BrewDog’s reputation from a craft beer company to a beer company for all and cementing itself as a key player in the world of lager.

A new era for BrewDog:

BrewDog made its lager debut with ‘Lost Lager’, a crisp, refreshing drink with an ABV of 4.5%. ‘Cold Beer’ is a lighter liquid – developed in response to increasing demand for lower ABV drinks – a crisp, clean, sessionable lager with a 3.4% ABV.

“We know that when people try Cold Beer, they love it. So that’s our aim for this campaign – to get more people trying it,” says Lauren Carrol, Chief Marketing Officer at BrewDog. “There are already a lot of big players in lager – with much bigger media budgets. This makes cutting through challenging but not impossible, so our focus has been on how we can use creativity to outperform spend.”

The simplicity of a cold beer:

The concept for this copy-led campaign stemmed from the product name – playing on the fact that ‘cold beer’ is already a common phrase in culture.

“How many times do you hear people saying they’re dying for a cold beer?”, says Emily Jeffrey-Barrett, Creative Director at Among Equals. “It’s the soundtrack to the sun making a brief appearance, to the first day of a holiday, to finishing a hard day at work. Creatively, it’s a massive gift and we wanted to make the most of it. People have literally been asking for this very beer – BrewDog has delivered.”

So, the tagline was born: ‘The one you’ve been asking for’. “’Cold Beer’ is the drink beer lovers have been asking for for decades, centuries even”, Emily adds. Candid and direct, it balances BrewDog’s signature attitude with subtlety to help BrewDog widen its appeal.

Visually, the campaign doesn’t look like a traditional beer ad. While other lagers often play up aspects of their taste – the coldness, the fizz – the team decided to tap into the Americana style of the product’s branding.

Emily concludes: “We collaborated with the talented lot in BrewDog’s creative team on the final execution. It was critical to show the pack and the colour of the liquid – we know that this makes a difference, there’s lots of research on this. But we wanted to do it in a way that eschews convention, and we feel like we’ve done that here.’

Lauren says: “A lot of people feel like BrewDog isn’t necessarily a brand for them. Our heritage is in craft beer, and while this is still hugely important for us, we wanted to use this campaign to show that there’s more to us than that. We’re excited to see this campaign out in the world and for an exciting new chapter of BrewDog to begin.”

The campaign launches on the 2nd September and will be projected across 10 sites nationwide including: London, Manchester, Liverpool, Birmingham, Glasgow, Leeds, Newcastle, Bristol, Plymouth.