BrewDog Launches Bold Outdoor Ads for Lager

A New Visual and Creative Approach

Unlike BrewDog's previous campaigns, known for their bold, punk-inspired style, this time the brand has opted for a more subtle, retro feel with muted tones, aiming for a more mature and sophisticated aesthetic. This visual shift reflects a clear evolution for the brand, targeting an audience that appreciates simplicity and authenticity in advertising.

The inspiration for the copy came directly from the product name, playing on the fact that asking for a "cold beer" is a common phrase in everyday culture. As Emily Jeffrey-Barrett, creative director at Among Equals, puts it, "Creatively, it’s a massive gift, and we wanted to make the most of it. People have literally been asking for this beer."

The Power of DOOH and Outdoor Advertising in Major Cities

The campaign has been deployed across various cities in the UK, including London, Manchester, Birmingham, Glasgow, and Newcastle, utilizing billboards and DOOH (Digital Out-Of-Home) platforms. This type of advertising gives BrewDog the chance to reach a broad and diverse audience, maximizing the impact of their message.

As Lauren Carrol, chief marketing officer at BrewDog, explains, "There are already a lot of big players in the lager market, with much bigger media budgets. This makes cutting through challenging but not impossible. Our focus has been on how we can use creativity to outperform spend."

This approach is a great example of how brands can leverage the power of outdoor advertising to compete not just through large budgets, but through lasting creative impact in consumers’ minds.

Conclusion

BrewDog’s campaign for Cold Beer Lager is a brilliant example of how well-executed outdoor advertising campaigns can achieve meaningful results, even in saturated markets. By using creative copy, appealing design, and media like billboards and DOOH, BrewDog has managed to capture the attention of its audience and position itself as a key player in the lager market.

For companies looking to stand out, this campaign demonstrates the power of creativity and outdoor advertising.

Billboard, Outdoor advertising companies, and advertising companies near me should take note of this innovative and effective approach.