BrewDog’s Latest Ad Sparks Controversy
Beer brand BrewDog is under fire for its latest advertising campaign that has been widely criticized for referencing suicide. The campaign, which promotes a revamped recipe for BrewDog’s flagship Punk IPA, features the slogan: “Tastes like commercial suicide”. The ads appeared on digital billboards across key London locations including Shoreditch High Street and London Bridge.
The campaign features Alan, a fictional finance character created by the company, and was meant to underscore the financial impact of doubling the beer’s hop content without increasing its retail price. However, the attempt at humor has been met with significant backlash from mental health advocates, creative professionals, and members of the public.
Critics Call the Ad “Insensitive” and “Reckless”
Many have condemned the campaign for its use of language, arguing that such terminology trivializes a serious and sensitive issue. A London-based creative director voiced strong opposition on LinkedIn, describing the campaign as “distasteful” and “tone-deaf”.
“Choosing to center an ad around a term so deeply tied to real loss and real harm isn’t bold or rebellious. It’s careless. It’s insensitive,” they wrote. “Alcohol is a contributing factor in a significant proportion of suicide cases. That’s not opinion. That’s reality.”
The critique continued, emphasizing the responsibility brands have when dealing with sensitive topics: “To drop the ‘S-word’ into a light-hearted, tongue-in-cheek campaign for a product that already carries well-documented risks is more than provocative. It’s reckless.”
Supporters Defend the Brand’s Intent
Not everyone agrees with the criticism. Some have come to BrewDog’s defense, arguing that the phrase “commercial suicide” is a common business term and should be interpreted in context. One commenter noted, “We, as creative people, should be first in line to understand that words change meaning and power depending on their context and use.”
They added, “This is ‘commercial suicide’. Where nobody dies. In the same way that ‘character assassination’ isn’t a crime, and ‘data hygiene’ doesn’t involve soap.”
Despite the controversy, some found the campaign humorous and in line with BrewDog’s typically edgy marketing style.
BrewDog Stands by Its Campaign
Lauren Carroll, BrewDog’s Chief Operating Officer, took to social media to explain the campaign’s context and the rationale behind the updated beer recipe. She emphasized that the changes were focused on improving quality, not cutting costs.
“Our brewers are buzzing, our finance team are crying,” Carroll wrote. “Punk IPA just got more expensive to make. Today, we’re launching the new Punk IPA recipe across the UK: cleaner, brighter, punchier than ever before.”
She added, “Our nationwide campaign kicks off now with bold digital OOH [Out of Home advertising] across London and Manchester featuring the line: ‘Tastes like commercial suicide.’ A direct quote from our Head of Procurement.”
The company has not officially responded to the criticism but continues to promote the campaign across its networks.
Calls for More Responsible Advertising
The incident has reignited discussions around ethical advertising and the need for brands to approach sensitive topics with care. Mental health organizations and marketing professionals alike have urged companies to be more thoughtful in their messaging.
“Advertising has the power to influence public perceptions and behaviors,” said a spokesperson for a leading mental health charity. “Using terms associated with suicide in a marketing campaign for alcohol is both inappropriate and potentially harmful.”
As public scrutiny increases, brands are being urged to balance creativity with social responsibility, especially when it involves issues that affect the well-being of millions.
This article is inspired by content from Original Source. It has been rephrased for originality. Images are credited to the original source.