BrewDog, a craft beer with a bit of controversy while standing for something

Standing out in a crowded market requires more than just offering a superior product. It requires companies to create a unique and meaningful connection with their audience. That's a lesson that BrewDog, the craft beer extraordinaire, has learned all too well.

In a sea of businesses promising to do it bigger, better, faster, and cheaper, it's no longer enough to rely on conventional marketing tactics. Instead, companies must offer something that transcends price and packaging, and gives consumers a reason to choose their brand above all others.

Founded in 2007 by Martin Dickie and James Watt, the brand aimed to break free from the monotony of industrial beer and establish itself as the UK's fastest-growing alternative beer brand.

Despite facing bans from the Portman Group, BrewDog succeeded in doing just that and has now evolved into the UK's fastest-growing food and drinks company, with an impressive average annual growth of 167%.

In 2009, BrewDog's Tokyo imperial stout was banned after a complaint from an individual who deemed it irresponsible to promote such a strong beer. Far from being a setback, the ban became a catalyst for BrewDog's word-of-mouth marketing strategy, which has included serving the world's strongest beer in squirrel carcasses, hiring a dwarf to protest parliament, and brewing steroid-infused beers for Olympians

"little tip : the Individual was the actual owner of Brewdog"

While the brand's iconic colors remain unchanged, other elements of the image have undergone a transformation to solidify BrewDog's position as a dominant and long-term player in the business world

BrewDog's transformation from a confrontational punk brand to a customer-focused and dynamic company has been a remarkable journey.

In 2014, the company underwent a redesign that aimed to better represent their brand's heart and soul. The rebellious edge was toned down, giving way to a more refined and approachable aesthetic.

The key to success lies in its strong community identity.

The brand appeals to those who seek to be different, break the norms, and challenge the status quo. With its bold, unapologetic attitude and never-fear-controversy stance, BrewDog has generated massive buzz and created a memorable impact through its unconventional marketing stunts, from dropping taxidermied "fat cats" from a helicopter to offering free beer to voters in the general election.

Announcing itself as “the proud anti-sponsor of the World F*cup”, BrewDog’s campaign ran across prominent out-of-home locations alongside posters and print ads.

On 7 November UK brewer BrewDog launched a bold stance against Qatar 2022 with an aggressive, controversial ambush marketing campaign called ‘Proud Anti-Sponsor Of The World F*Cup’.

Built primarily around a London-based OOH strand backed by digital and social media support, plus a PR push, the campaign was created by Saatchi & Saatchi UK.

It features bold, strong copy lines, including: ‘Proud anti-sponsor of the World F*Cup,’ ‘The Beautiful Shame,’ ‘Eat, Sleep, Bribe, Football’ and ‘First Russia, then Qatar. Can’t wait for North Korea.’

The brand also embraced a more educational approach, including the style of each beer and tasting notes on their labels to guide customers in finding the perfect flavor for them. The labels were even embossed to give them a premium feel in the hands of their customers.

Sustainability has become one of their main challange, in a provocative statement used in thei last marketing campaign. In fact, They have unveiled a new visual identity that coincides with their commitment to sustainability through "BrewDog Tomorrow".

This six-point charter outlines their pledge to balance profit with people and the planet, including upcycling old cans, distilling imperfect beer into vodka to reduce waste, and investing £1 million annually in initiatives that positively impact the brewing industry. According to co-founder James Watt, the rebrand serves as a chance to share a new narrative of change

Overall, BrewDog's evolution has shown their ability to grow and adapt to the changing needs of their audience, solidifying their position as a disruptive force in the industry.