2014 Silver Best Writing in Any Medium
15 May 2015
Manifest London
'#SorrynotSorry / Open letter to Fake China'
Client BrewDog
How did the campaign make a difference? In December 2013, a fake BrewDog bar opened in China using counterfeit BrewDog branding and beer. Rather than take legal action, BrewDog cofounder James Watt wrote an open letter to the fakers, thanking them for the compliment.
In April 2014, the Portman Group issued a statement that BrewDog’s Dead Pony Club beer was in breach of its alcohol marketing guidelines. The same day, a formal apology was issued from BrewDog and its 14,691 shareholders for ‘not giving a shit’ about its ruling and started the hashtag #SorryNotSorry.
Two potentially negative situations had been turned into positive PR stories. By responding creatively and quickly, BrewDog was able to drive national and international conversation and gain global notoriety. The humorous prose shook up the beer establishment, surprised and delighted brand advocates and helped build BrewDog’s loyal following.
Strategy Reactionary statements from most brands are factual, dull and lifeless. But creative writing enabled BrewDog to highlight its core values of passion and authenticity and illustrate its humorous and irreverent attitude, cementing its unique position as a respected ‘voice of the people’ within the beer industry.
The strategy was to write reactive statements that were original, onbrand and continued BrewDog’s now customary challenge to the establishment. Known for its bold positioning and outspoken rhetoric, BrewDog was able to capitalise on two situations that could potentially have had a negative effect on the brand’s reputation.
Creativity The first response letter, issued to the press, called the fake bar in China something of a ‘badge of honour’ for the brewery. Aware that reprimanding the proprietors would smack of hypocrisy given BrewDog’s reputation, the letter adopted the language of revolution such as ‘ally’, ‘comrades’ and ‘compatriots’ to paint itself as a fighter with a cause.
Replying to the Portman Group ruling, BrewDog juxtaposed the formal language and style of an official apology with a combative message to undermine the ruling. A sarcastic response mocked the authority of the Portman Group and allowed BrewDog to flip the spotlight onto the Group’s funding structure.
Both creative responses cemented BrewDog’s now customary reputation for challenging the establishment and delivering the unexpected.
Results BrewDog has strengthened its reputation as a unique brand of the people that takes direction from its fans rather than a ‘toothless killjoy organisation.’
The style of the two written responses helped BrewDog to gain national and international media coverage and drove global conversation on social media.
By providing unexpected responses and subverting literary conventions in humorous ways, BrewDog was able to develop its brand narrative, pushing even its own boundaries. With the bold and surprising tone of these two statements and their intelligent and humorous rejection of the establishment, BrewDog found countless new fans. Careful management of the BrewDog tone of voice and core messaging cemented the brewery’s position as a unique, passionate and eloquent brand that is shaking up the status quo.
Team Alex Myers - Director, Ali Maynard - Account Director, Helen Kenny - Account Manager, Julian Obubo - Senior Account Executive, Patrice John-Baptiste - Account Executive
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