BREWDOG

uNDER NEW MANAGEMENT

The Brief

The Concept

Each execution paired provocative headlines with payoff copy explaining how the brand is changing the way it operates moving forward. The campaign tagline, “Under New Management,” is a humorous but truthful way to signal both accountability and a new chapter for the brand.

Course: Copywriting Across Brand Platforms

Role: Copywriter/Strategy

Choose any brand and create a headline-driven campaign system, with the final executions including one billboard, two transit ads, and a social post

BrewDog was once the rebellious disruptor of the beer industry, known for pushing boundaries and challenging convention. But rapid growth, controversy, and corporate missteps caused the brand to lose focus and drift away from its original identity.

Now, under new ownership, BrewDog has the opportunity to confront its past, embrace accountability, and return to the bold, unapologetic spirit that made people care about the brand in the first place.