Is BrewDog’s anti-sponsor campaign brilliant or a shameless stunt?

protest ad

BrewDog’s anti-sponsor campaign for the World Cup is getting lots of attention but not everyone is a fan.

Multinational brewery and pub chain BrewDog has just declared itself the “proud anti-sponsor” of the 2022 FIFA World Cup to promote its Lost beer.

A blaze of cheeky billboards protesting the human rights record of the host country, Qatar has gone viral.

However, the response has been polarising with some punters quickly challenging the brand’s motives.

Images; BrewDog

On the face of it, this is a pretty bold campaign with a powerful message and some clever execution.

However, the fact that BrewDog is screening all the games at their venues in a Fanzone has been called out by many on social media.

So, @BrewDog @BrewDogJames are “proud anti-sponsors” of the World Cup. OK. Noble. But you can’t then also offer “A BREWDOG FANZONE FOR YOU. ALL THE BIG GAMES LIVE”.

Alex Hesz (@alexhesz) November 7, 2022

Disingenuous af. Ur company has about as bad a culture as FIFA so maybe start by fixing that, quite literally putting the dog in Brewdog

Samuel J. Gards (@pensionergards) November 7, 2022

BrewDog has justified the Fanzones by saying that they don’t want to stop people from drinking beer and watching football.

They have also stressed that they are donating profits to support human rights abuses.

Let’s be honest – people are still going to watch the games – so we want to give them the opporunity to watch the games and raise money to drive positive change at the same time. Meaning people can show their love for the game… and their anger at who happens to be hosting it.

James Watt (@BrewDogJames) November 7, 2022

We’re donating all profits made from Lost Lager sold during the World Cup to causes fighting human rights abuses.

BrewDog (@BrewDog) November 7, 2022

BrewDog is not the first brand or celeb to protest the World Cup and it won’t be the last.

The campaign is certainly getting lots of attention. But is this a smart brand play or should BrewDog be red-carded?

Michael Hughes

Michael is Managing Partner and Strategy Director at Truly Deeply. His deep expertise is in unlocking the strategic power of your brand to create a differentiated, compelling and authentic brand proposition that will engage all your audiences and drive your business growth. Michael has extensive experience working with leading Australian and International organisations across just about every sector.

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