BrewDog has worked with Manifest since 2010 on all it’s PR activity, resulting in some bold and momentous campaigns. In 2014, we managed to step it up another gear with the development of the world’s first protest beer, ‘Hello, My Name is Vladimir‘.
Satirising Russia’s anti-gay laws and openly declaring that it is ‘not for gays’, the beer was launched to coincide with the start of the Sochi Winter Olympics and support LGBT communities. Profits from the sale of the BrewDog beer went to international human rights charities combating the oppression of minorities.
Manifest designed the Hello My Name is Vladimir bottle with an Andy Warhol-style image of the Russian premier wearing make up and a tongue in cheek slogan was turned into an immensely successful hashtag #notforgays.
The incendiary copy on the bottle declared, “I am 100% hetero and will pass laws to prove it” and warns the beer, “may contain traces of sarcasm and protest”.
“It’s bold. It’s brave. It’s BrewDog.”
Alex Myers. Director, Manifest London
Original and unique, this campaign demonstrated the potential for a drinks campaign to have a global, political impact, taking beer off the product pages and into the national new agenda.
The media attention from the protest beer launch was incredible with coverage going far and wide including BBC Online, The Times, Sky News, Time Out London, PR Week, Metro, Daily Star, Yahoo! Lifestyle, Herald, Washington Times, Huffington Post, Mirror, Telegraph, Moscow Times. The Gay UK, The Independent and Buzzfeed.
The beer sold out in under two weeks and BrewDog received requests to open bars in Moscow and invite Vladimir Putin to the opening…