BrewDog’s Public Relations Campaigns
BrewDog’s Current Reputation
In recent years, the popularity of alcohol-free beverages has increased as more and more people choose these products. Health and wellness concerns and shifting social perceptions about drinking have fueled the trend (Mellor, Hanna-Khalil, and Carson, 2020). Further growth in the market for alcohol-free beverages is expected.
Due to its unconventional marketing strategies and outspoken founders, BrewDog has developed a reputation as a divisive brand (Kim, 2020). A public relations (PR) campaign could emphasize the company’s dedication to inclusivity and diversity, sustainable brewing methods, and charitable endeavors to enhance its reputation (EloQ Communications, 2020). The program might involve partnering with various influencers and organizing neighborhood events that support the brand’s principles.
Identifying Potential New Target Market
BrewDog’s new target market could include health-conscious people who like to drink but are searching for an alcohol-free option. This target group comprises individuals who may be sober-curious, in recovery, or just trying to limit their alcohol intake. Those who respect inclusivity and diversity and are drawn to brands that uphold those values could be another target market.
It may include younger customers who are more socially conscious and eager to support companies that share their beliefs. There has been an increasing trend toward inclusivity and diversity in recent years, with companies such as BrewDog setting the example (Swallow, 2022). BrewDog is growing its client base and advertising its alcohol-free cans of Punk IPA to a more varied audience, which helps promote a more inclusive alcohol business.
Key Messages
Main Message for the Campaign
BrewDog’s PR campaign aims to reach a more inclusive and diverse audience by promoting Punk IPA alcohol-free cans. BrewDog wants to give people who want to limit their alcohol consumption or decide not to drink at all options, and the company will emphasize this in its advertising campaign (Wood, 2020). The campaign’s messaging can be influenced by theories, such as persuasion and social exchange, to convince customers to support the new product (Tulane University, 2018). Message development can ensure the messaging is consistent and effective in achieving the campaign’s goals. Stakeholder analysis can help identify important people and organizations that may impact the campaign’s success.
Supporting Messages and Themes
The campaign will feature messages and themes emphasizing inclusivity and diversity, such as “Everyone is welcome at BrewDog” and “Choose your path.” Additionally, it will highlight the distinct flavor and excellence of BrewDog’s alcohol-free Punk IPA and show off its versatility in various settings and occasions. Additionally, the campaign will highlight the advantages of selecting an alcohol-free option and encourage sensible drinking practices. BrewDog hopes that running this campaign will not only attract more customers but also advance a more welcoming and diverse alcohol industry.
Ethical Challenges and Practices as Experienced by PR Professionals
PR professionals face ethical challenges related to their role as intermediaries between organizations and their stakeholders. One difficulty is balancing the organization’s interests with those of stakeholders and society (Neill, 2020). Another challenge is ensuring transparency and abstaining from deceptive or manipulative communication techniques.
Regarding BrewDog, moral behavior and choices can greatly affect the company’s perception. For instance, unethical business or brewing methods could result in bad press and undermine customer confidence. Similarly, choices made regarding marketing and communication strategies can affect how stakeholders view a brand’s dedication to diversity and social responsibility. To safeguard and improve the brand’s reputation, PR professionals must manage these issues honestly and tactfully.
Media Pitch
Choosing the Right Media Outlets
The current PR campaign being run by BrewDog to market the new product likewise makes use of these PR strategies, tools, and theories. While social media campaigns can assist in reaching a wider audience and communicating with consumers, press releases and media relations will be crucial in informing the public about the campaign’s objectives (Olayinka & Ewuola, 2019). Plans for crisis management might be required to handle any potential problems or objections that might surface throughout the campaign.
The right media outlets must be carefully chosen for the PR campaign for BrewDog’s alcohol-free Punk IPA cans to reach its target market successfully. It might include lifestyle magazines and newspapers, online journals, and social media influencers who target various health-conscious consumers. BrewDog can broaden the audience and impact of its campaign by concentrating on the appropriate media outlets.
Developing Media Relations
Any PR campaign must have strong relationships with important media outlets to succeed. It entails locating and contacting journalists and influencers who publish about subjects related to the main ideas and messages of the campaign (Baum et al., 2019). BrewDog can position itself as a thought leader and go-to resource for information on inclusive and health-conscious alcohol options by cultivating these connections.
Creating a Press Kit
A press kit is helpful for journalists and influencers because it gives them access to all the data and materials they need to cover the PR campaign. The press kit might contain a press release, top-notch pictures, details about the product, and critical messages. BrewDog can make it simple for media outlets to cover their campaign and ensure their message is effectively communicated by developing an extensive and aesthetically pleasing press kit.
Crisis Communication and Reputation Management
Applying crisis communication and reputation management models to address a crisis threatening BrewDog’s reputation effectively is important. Planning for effective communication with stakeholders, narrative management, and limiting reputational risk is all part of crisis management (Vašíčková, 2020). Restoring confidence and credibility with stakeholders requires prompt and open communication, an admission of any wrongdoing, and implementing remedies. The situational crisis communication theory can be utilized to modify messaging according to the severity and source of the crisis (Duğan & Koç, 2021). A pre-existing crisis strategy and a trained crisis management team must be in place.
Tactics in the Market
Numerous activities that engage their target audience and advance their key messages can support BrewDog’s PR campaign. For instance, they could set up a “Punk IPA Tasting Festival” where people could sample alcohol-free brews while enjoying food and music from nearby vendors. Additionally, they can design other paintings or installations for use in public areas to spread the word about their campaigns and build brand recognition (Ford, 2020).
Social media can potentially be a potent tool in BrewDog’s PR arsenal. They can produce visually appealing and captivating content advertising Punk IPA alcohol-free cans, such as brief videos or animated GIFs. They can start a social media challenge or contest that entices users to share their product-related experiences with a specific hashtag. The campaign can be promoted, and user-generated content can be produced by social media influencers.
Partnerships and Collaborations
Collaboration with entities and people who share BrewDog’s values and target market will strengthen the PR campaign. For instance, they could work with a wellness or fitness company to advertise the advantages of choosing an alcohol-free health option (Kaewpramkusol et al., 2019). Additionally, they can collaborate with a charity that promotes inclusivity and diversity, such as Stonewall or Black Lives Matter, and donate some of the proceeds to help further their purpose. BrewDog can strengthen its message and boost the effectiveness of its PR campaign by partnering with like-minded organizations.
Innovative Theory-Driven Communication Plan
An inventive communication strategy can prioritize openness, sincerity, and stakeholder interaction to foster trust and improve BrewDog’s reputation. The strategy may call for frequent communication through various channels, including social media, email newsletters, and events, to keep stakeholders informed and involved with the brand’s beliefs and initiatives (Appel et al., 2019). The plan’s accountability component might be prioritized by addressing any prior controversies and displaying a dedication to moral behavior. Partnerships with various community organizations and influencers may help foster diversity and a culture of trust.
Evaluation
Metrics for Measuring Success
Various metrics, such as website traffic, media coverage, social media engagement, and sales information, can be used to assess BrewDog’s PR campaign. Measuring the success of an advertisement is crucial in determining its efficacy and effectiveness (Concannon, 2023). They can monitor the number of articles or features published in particular media outlets, the popularity and interaction of social media posts, and the number of website visitors or sales. They can compare sales data before and after the campaign’s launch to evaluate the impact on revenue and market share. BrewDog can assess the effectiveness of its campaign and alter its strategy as necessary by establishing clear and precise metrics.
Review of the Campaign’s Effectiveness
After the campaign, BrewDog can review the results to determine where it worked well and where it needs improvement. To understand how customers, media contacts, and partners feel about the campaign, they can elicit feedback from all relevant parties (Adewusi, 2021). They can analyze the data and metrics gathered throughout the campaign to assess the impact on their primary goals.
BrewDog can gain insightful information from a thorough analysis to inform upcoming campaigns. They can determine what went well and what needs to be improved, and they can change their strategy accordingly. BrewDog can enhance its reputation and meet its objectives by continuously learning from its mistakes and adjusting to changes in its market and audience.
Press Release
BrewDog is excited to announce the re-release of SAD AF, a 0.5% marshmallow pale ale originally developed with the mental health initiative #iamwhole. SAD AF will be re-released, and the PR campaign will begin on May 1st, 2023, and be accessible online and at all BrewDog locations. Just in time for the new year 2024, the beer will go on sale in December 2023.
Additionally, 100% of the proceeds from selling SAD AF will be given to #iamwhole to support mental health initiatives. The partnership between BrewDog and #iamwhole began in 2019 when the mental health campaign approached the brand to collaborate on a beer that would raise awareness and funds for mental health initiatives (Weller, 2022). The result was SAD AF, a low-alcohol beer that quickly gained popularity among beer enthusiasts and mental health advocates.
The collaboration with #iamwhole and the re-release of SAD AF beer align with BrewDog’s commitment to mental health awareness, social responsibility, and inclusivity (Bayford, 2022; West, 2022). BrewDog has always been dedicated to making unique and delicious beers, but it understands the value of using its platform to bring about a better world. It wants to build a more welcoming and encouraging community around mental health by partnering with #iamwhole and promoting mental health awareness.
The upcoming PR campaign aims to promote the re-launch of SAD AF beer and increase awareness of the partnership. BrewDog wants to inspire more people to discuss mental health by reaching a larger audience through this campaign (West, 2022). The campaign’s effectiveness will be evaluated in terms of sales and its contribution to eradicating stigma and promoting mental health awareness. The campaign aims to use beer’s influence to improve the world.
James Watt, a co-founder of BrewDog, expressed his enthusiasm for the upcoming public relations campaign, saying, “Our partnership with #iamwhole has been a vital part of our commitment to promoting mental health and well-being. We are ecstatic to start this campaign to support their vital work even more and promote mental health initiatives.”
Jordan Stephens, a co-founder of #iamwhole, added, “We are happy to work with BrewDog again on this campaign. SAD AF’s popularity has demonstrated a market for delicious low-alcohol beers. We anticipate this campaign will persuade more people to try the beer and support our effort to eradicate mental health stigma.”
The public will be urged to support mental health initiatives by purchasing SAD AF beer and sharing their experiences on social media with the hashtag #SADAFCampaign as part of the PR campaign’s call to action. The public will be urged to donate directly to #iamwhole through their website. Additionally, the campaign will offer tools and data on mental health support and awareness.
BrewDog and #iamwhole’s contact information will be included in the campaign, making it simple for people to get in touch with them with inquiries or feedback. The press kit and social media platforms will both contain this information. The campaign team will actively interact with followers and respond to questions to create a sense of community and promote ongoing support for mental health initiatives.
Reference List
Adewusi, A. (2021). ‘Effect of customer feedback on marketing effectiveness in a manufacturing organization‘, Journal of Management and International Development, 6, pp.767–776. Web.
Appel, G., Grewal, L., Hadi, R. and Stephen, A.T. (2019). ‘The future of social media in marketing‘, Journal of the Academy of Marketing Science, 48(1), pp.79–95. Web.
Baum, D., Spann, M., Füller, J. and Thürridl, C. (2019). ‘The impact of social media campaigns on the success of new product introductions‘, Journal of Retailing and Consumer Services, 50(1), pp.289–297. Web.
Bayford, K. (2022). ‘BrewDog launches new alcohol-free cans as part of mental health campaign‘, Grocery Gazette. Web.
Concannon, L. (2023). ‘Measure the effectiveness of a digital marketing campaign‘, Meltwater. Web.
Duğan, Ö. and Koç, B. (2021). ‘A research on the role of crisis response strategies on corporate reputation within the frame of situational crisis communication theory‘, Connectist: Istanbul University Journal of Communication Sciences, pp.1–11. Web.
EloQ Communications (2020). ‘The real importance of diversity in PR‘, Public Relations Network. Web.
Ferguson, K. (2020). BrewDog: How their challenger brand’ punk mentality’ is helping to make the world a better place one pint at a time’, The Brand Blog. Web.
Ford, J.B. (2020). ‘New insights in advertising strategy‘, Journal of Advertising Research, 60(4), pp.351–352. Web.
Kaewpramkusol, R., Senior, K., Nanthamongkolchai, S. and Chenhall, R. (2019). ‘Brand advertising and brand sharing of alcoholic and non‐alcoholic products, and the effects on young Thai people’s attitudes towards alcohol use: A qualitative focus group study‘, Drug and Alcohol Review, 38(3), pp.284–293. Web.
Mellor, D.D., Hanna-Khalil, B. and Carson, R. (2020). ‘A review of the potential health benefits of low alcohol and alcohol-free beer: Effects of ingredients and craft brewing processes on potentially bioactive metabolites‘, Beverages, 6(2), pp.25–36. Web.
Neill, M.S. (2020). ‘Public relations professionals identify ethical issues, essential competencies, and deficiencies‘, Journal of Media Ethics, 36(1), pp.51–67. Web.
Olayinka, & Ewuola. (2019). ‘Impact of social media on public relations practice’, Ijrdo – Journal of Social Science and Humanities Research, 4(5), 65–86. Web.
Swallow, T. (2022). ‘BrewDog relaunches its more inclusive, plant-based menu‘, Sustainability Magazine. Web.
Tulane University (2018). ‘What is social exchange theory?‘, Tulane School of Social Work. Web.
Vašíčková, V. (2020). ‘crisis management process – A literature review and a conceptual integration‘, Acta Oeconomica Pragensia, 27(3-4), pp.61–77. Web.
Weller, R. (2022). ‘BrewDog launches charity beer SAD AF‘, Morning Advertiser. Web.
West, T. (2022). ‘BrewDog to support #IAMWHOLE mental health campaign ahead of dry January‘, Marketing Beat. Web.
Wood, Z. (2020). ‘UK brewers invest in low-alcohol drinks trend‘, The Guardian. Web.