After launching the brand’s first-ever protest beer against Vladimir Putin’s stance on the LGBT community with ‘Hello My Name Is Vladimir’ in collaboration with Stonewall ahead of the 2014 Winter Olympics; Manifest and BrewDog were back in 2017 plotting its second-ever protest beer, and our second campaign against the newly appointed President; Donald Trump.
Our ongoing creative platform ‘Now. Beer. This.’ was created to give the brand a viewpoint on some of the world’s biggest global issues. BrewDog isn’t a brand that can sit back and watch as the world goes about its business, it should have a viewpoint and be fervent about it.
On the June 1, United States President Donald Trump announced that the U.S. would cease all participation in the 2015 Paris Agreement on climate change mitigation and from that, Make Earth Great Again was born. This would be a bottle (and a beer) with a message and we would send it directly to the White House to stand up for our planet’s future.
Working with BrewDog’s graphic team and designers The Red Dress, we collaboratively proposed a bold design to illustrate the problem the world was facing. The futuristic label felt a world apart from the traditional bottle label with a horrifying giant, robotic Trump fighting a polar bear.
In order to involve all BrewDog’s bars, we created ‘Make Earth Great Again’ green baseball caps mimicking Trump’s infamous red campaign ones that featured his symbolic slogan for all who sampled the beer in bars. Little did we know, but these little green hats would become a must-have fashion item. We ran out of our order of 600 hats early into the launch and had to re-order. We also partnered with 10:10 to ensure our campaign would give back to the environment, not only in news, but, more importantly, funds to help support the campaign.
Weeks later, the beer was ready. The final product was a Saison-style beer with ingredients including arctic water from ice caps and cloudberries and was fermented at a higher temperature than any other beer style – an appropriate nod at the effects of global warming.
All proceeds from Make Earth Great Again are donated to 10:10, a charity lobbying for legislative changes to tackle climate change.
We weren’t quite finished, there was one more surprise, a life-size polar bear made from scratch! Mirroring the bottle design, the six-foot “novelty bear tap” – allowed customers to try the new beer direct from its mouth – and, would take pride of place in our shoot.
Nicknamed “Donald”, the bear was flanked by the brand’s co-founders James Watt and Martin Dickie dressed as Trump – sporting platinum blonde/orange wigs and extra-long red ties for a series of photos and a campaign video explaining the concept. We also photographed the bottle in a block of ice for lifestyle pack shots… a clear, visual reference to the polar ice caps.
Just hours after our shoot, we went to press with the news of the beer’s launch. As the world lapped up our latest beer, we placed “Donald” in the flagship, Shoreditch bar. We even sent a case to Donald Trump at The White House.
We brought attention to an issue of global significance to the attention of the world in a novel, newsworthy and creative manner – through craft beer and activism. The campaign featured on front pages, TV, radio, podcasts, design sites, climate change publications and prompted 56 bars around the globe to contact us to stock it.