I have been a big fan of Scottish micro brewery BrewDog and their playfulness in social media. Interesting product ideas together with great use of online video made for a nice marketing concept.
But with the latest video I think they have gone to far in this clown act, focusing too much on marketing and trying to be funny rather than being genuine and speaking to craft beer lovers. In craft beer the community and the product quality are the two key successfactors. But perhaps they want to get out of the craft beer scene and target the lowest common denominator with this slapstick humor and join the ranks of Budweiser and Carlsberg?
Watch the video and tell me what you think.
To BrewDog – You are the love from atleast one Swedish beer podcaster and craft beer lover – me…
//Tomas
Hehe I like it. I think they are young, provocative and inventive. But also very active, feels like there is always something going on. I agree that the quality of the beer isn’t always there, but at least they are trying something new.
I don’t think they are getting close to being like Carlsberg and Budweiser. Talking commercials they are different in my eyes as this was fun and Carlsberg is just plain annoying. Also this was about breaking the limits and brewing the strongest beer in the world rather then drinking the beer with the least flavour (Budweiser) or the one with the worst flavour (Carlsberg).
I say go BrewDog! (also secretly crossing my fingers that someone will beat them soon)
Well put!
But I still they should focus more on building credibility and authenticity among craft beer lovers rather than slap stick humor. Otherwise it’s like saying “Our beer isn’t good enough to speak for it self”.