Money Where Your Mouth Is.
The Challenge
Whilst craft has dominated the headlines in the beer category for the last few years, there’s still a world of beer lovers out there who are missing out on the delicious world of craft beer simply because they are nervous about making the switch.
If BrewDog were to live their brand promise to ‘democratise craft’, we needed to develop an on-pack offer that would convince beer lovers to try something new while providing a value-added proposition that could secure off-fixture display.
The Insight
We knew that the main barrier to craft is taste, so we needed a clever way to offer our drinkers a way to try something new without risk. But that was only half the battle. With the fight for in-store real estate never being so fierce, we wanted to win off-fixture display in retailers without simply discounting and devaluing the premium position of the beer.
The Action
The BrewDog Money Back guarantee was the perfect solution. We ideated, developed, and delivered a campaign that captured the hearts and minds of potential BrewDog lovers, by offering shoppers the opportunity to claim £5 back on their purchase if they did not like the taste.
The Results
The BrewDog Guarantee ran on 1.1m packs and was the first of its kind in the beer category.
We got retailers so excited, we were able to secure a plethora of in-store opportunities and press, all without the need to discount.
The campaign resulted in an 18% uplift on 4-packs in Tesco and a 34% increase in 4-pack sales in Asda.