LOVE. X BREWDOG: UNDER NEW OWNERSHIP

COMING CLEAN

Despite being a key player in the rise of craft beer, famed for their provocative marketing stunts, the last few years had seen BrewDog take a bit of a backseat.

Newly acquired by US-owned consumer goods company Tilray, the brand had an opportunity for a new start. With fresh investment, renewed energy and award-winning beers driving their next chapter, they came to us for their first campaign since the acquisition. Together we launched a creative comeback filled with wit, wordplay and bold honesty.

STAYING PUNK

Launching in September 2026, the ‘Under New Ownership’ campaign faces BrewDog’s takeover head-on rather than tiptoeing around it. Channelling the candid and confident tone that helped make the brand famous, our comeback campaign kept things simple and witty – with lines like ‘We’ve Flipped the Bird’ for their Wingman IPA and ‘A Little Less Allegation’ for Elvis Juice appearing alongside visuals of the cans.

The aim was to signal a new era of better behaviour, while keeping BrewDog’s irreverent personality front and centre – injecting a renewed sense of confidence and punk attitude with a tone of voice that the brand was originally known and loved for.

RAISING THE BAR

Launching with major out-of-home and above-the-line activity, the campaign showed up on the London Underground, across large-format outdoor advertising, digital screens, and in an open letter from Tilray printed in London newspaper City AM.

As captured by BrewDog’s CMO John Beasley, “BrewDog has always been at its best when it brings energy, attitude and ambition to the beer category. ‘Under New Ownership’ is more than a campaign; it is a statement that BrewDog is back with focus, investment and the creative firepower to reignite momentum”.

The result was the celebration of a new era of BrewDog – rebuilding trust, reconnecting with consumers and reminding people why BrewDog became a category pioneer in the first place.