Brewdog Enters 'New Era' with OOH Ads from Among Equals

Alcoholic beverage brand Brewdog just launched a new out-of-home (OOH) campaign that would usher it into a new era. 

Helmed by London-based creative agency Among Equals, the set of signages keeps its premise simple by banking on a common and well-loved activity among its consumers: cracking open a cold one. 

Notably, the campaign also unveils a new look for Brewdog, rebranding from a craft beer producer to a beer company to broaden its appeal and target more audiences. 

By doing this, the brand hopes to establish itself as a key player in the industry, facing head-to-head with other giants in the space.

In the rebranding process, Brewdog also changed its visual identity.

From having a punk-inspired aesthetic, the brand is now leaning towards a more retro look, with muted colors and a simple tagline to match, like "the one you've been asking for." 

Changing its overall visuals helps Brewdog better shape its brand identity.

By opting for designs that are easy on the eye, it makes audiences know that its beers are made for anyone and everyone to enjoy. 

A Force in the Making

Founded in 2007, Brewdog debuted with Lost Lager, which boasted an ABV of 4.5%.

However, demand for lower ABV drinks quickly rose; thus, the Cold Beer was born. The brand kept this insight in mind as it created its latest campaign. 

 

 

 

 

 

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A post shared by Among Equals (@weareamongequals)

According to Brewdog CMO Lauren Carrol, the brand is well aware that when people taste Cold Beer, they will love it — and that's why the aim for its OOH campaign is to get more people to try it. 

Among Equals Creative Director Emily Jeffrey-Barrett also expounds about the copy behind the campaign, which largely stemmed from the product name itself. 

Jeffrey-Barrett emphasizes that "cold beer" is already a common phrase in drinking culture, as 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."

She adds that the name itself was a "massive gift" and the brand and agency wanted to make the most out of it. 

The campaign launched Monday and will run across London, Manchester, Liverpool, Glasgow, and more. 

Previously, famous lager brand Guinness celebrated its Premier League partnership with a new campaign from AMV BBDO. 

Editing by Katherine 'Makkie' Maclang