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MKT09106 - Direct & Digital Marketing at Edinburgh Napier University.

Creative marketing Communications Plan for Brewdog.

Research · September 2018

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Marketing Communications Plan for

BrewDog: PINK IPA

Module – Direct and Digital Marketing (MKT09106)

Submission date – Friday 15th March 2019

Word count – 3271 words

By 40285272, 40412831, 40271498,

40279585 and 40277582

Table of Contents

1.0 Introduction................................................................................................................................ 3

1.1 Report Objectives ................................................................................................................. 3

1.2 Company Background ......................................................................................................... 3

1.3 Campaign Background........................................................................................................ 3

1.4 History of Women and Beer .............................................................................................. 4

2.0 Strategy......................................................................................................................................... 5

2.1 Segmentation, targeting and positioning .................................................................... 5

2.2 Marketing Mix ........................................................................................................................ 6

2.2.1 Product......................................................................................................................... 6

2.2.2 Price .............................................................................................................................. 6

2.2.3 Place .............................................................................................................................. 7

2.2.4 Promotion ................................................................................................................... 7

2.3 Push- and Pull-Marketing .................................................................................................. 7

3.0 Budget, tactics and timeline .................................................................................................. 7

3.1 Budget ....................................................................................................................................... 7

3.2 Tactics....................................................................................................................................... 8

3.2.1 Search marketing ..................................................................................................... 8

3.2.2 Public relations ......................................................................................................... 8

3.2.3 Social media marketing ......................................................................................... 9

3.3 Timeline and execution ....................................................................................................10

3.4 Key Performance Indictors (KPI’s) ..............................................................................11

3.5 Data Management...............................................................................................................11

4.0 Conclusion .................................................................................................................................12

5.0 References .................................................................................................................................13

2
1.0 Introduction
BrewDog is a growing company with over 1,000 employees, expanding internationally with future plans to
expand into Australia (BrewDog, 2019). Alongside their range of beers, the company also has fifty bars
across the UK (BrewDog, 2019). The aim of this report is to evaluate the organisation, the Pink IPA
campaign and examine the link between women and beer. The outcome will aid an effective communication
plan to relaunch the marketing campaign by BrewDog. This can be achieved through the use of tactics such
as search marketing, public relations and social media marketing. Therefore, will all contribute to a strong
marketing campaign relaunch.

1.1 Report objectives

The aim of the campaign is to raise awareness of the inequality of women as highlighted in the gender pay
gap which will remain for its relaunch. To meet this aim and create a communication plan for the
relaunch of this campaign, some objectives must be defined.

1. Exploration of the company and campaign background, alongside the history of women and

beer to effectively derive a new marketing strategy,

2. Segment, target and position to understand the consumer that the new campaign will reach,

3. To decide, implement and evaluate budget, tactics and timeline for the new campaign.

1.2 Company background

BrewDog was established in the Aberdeenshire town of Fraserburgh in 2007 (BBC, 2015). The organisation
has a strong focus on being different; with the company’s key aim being to transform the beer industry as
well as reconceptualising the beer drinking culture (BrewDog, 2019). The company are not afraid to take
risks and challenge convention (Carol et al., 2015). All the beers produced by BrewDog are given unique,
fun names that are paired with eye-catchingly bright and vibrant labels (BBC, 2015).

Furthermore, BrewDog’s unique business model, marketing campaigns and beer quality have gained them
multiple awards and accolades (Carol et al., 2015). The company have often followed a publicity-based
marketing tactic (Smith et al., 2010). Essentially, they arrange stunts and then benefit from the
consequential antics (Smith et al., 2010). The founders are not afraid to break rules and upset trends so
long as they are always brewing quality beer (Smith et al., 2010). While this method has resulted in them
being hugely successful, it has also resulted in negativity due to some questionable marketing campaigns.

1.3 Campaign background - Pink IPA

In 2018, BrewDog launched Pink IPA, a rendition of their traditional ‘PUNK IPA’ beverage but with a focus
on promoting gender equality ahead of International Women's Day (BrewDog, 2018). The campaign was

3
created to be sarcastic, creating pink beer bottles to mock gender stereotypes with pink being
stereotypically a women’s colour (BrewDog, 2018). In addition, the beer was created to bring the gender
pay gap to the attention of consumers. Throughout the marketing and social media campaign for the
promotion of the beer, the hashtag “#sarcasm” was used to highlight the point they were not also promoting
the view of every woman only liking pink and glitter (Twitter, 2018).

Nevertheless, the campaign garnered significant backlash through its approach and execution. Various
news outlets and consumers picked up on the campaign, criticising the organisations use of such an
important issue as a satirical marketing stunt (Sweney, 2018; BBC, 2018; Ritshel, 2018). The sensitive issue
that is the inequality in the gender pay gap should be promoted in a way to draw awareness, not further
these gender stereotypes. BrewDog were quick to respond to these allegations, apologising for the
confusion however emphasising the campaign original intentions (BrewDog, 2018).

The Pink IPA campaign follows a previous marketing stunt, where BrewDog promoted a bottle inside
taxidermy (Gander, 2016). With the issue of animal cruelty on the rise (Agerholm, 2017) this further
emphasises the company's history of shock tactics to promote their goods. The correlation of the two
campaigns makes clear that the organisation has not shifted from carrying out such controversial
campaigns.

1.4 History of Women and Beer

For generations Beer has been a drink solely directed at men (Donadini & Porretta, 2017). More recently,
a shift in society has resulted in gender roles being less heterogeneous, therefore allowing for a new
development: the encouragement for women to join their male counterparts in sharing this love of beer
(Inglehart & Norris, 2003). The biggest challenge so far has been the decision on how best to market this
new concept. The idea of making the beer more ‘feminine’, through methods such as using the colour pink,
is not something that has proven successful amongst women (Aronsson & Linke, 2013). This was clearly
demonstrated through BrewDog’s failed Pink IPA marketing campaign.

Gender neutral beer has been considered a possibility to reduce discrimination from both sexes (McQuiston
& Caldwell, 2016). However, these factors were regarded as irrelevant to buyers and consumers when
making purchasing decisions (McQuiston & Caldwell, 2016). Mintel conducted research that revealed
consumers biggest driver for purchasing craft beer was that it allows individuals to convey their own style
(Mintel, 2014). In addition, the image of beer has changed considerably over the last few decades; not solely
in the UK but internationally (Donadini & Porretta, 2017). Italy recorded dramatic changes, with 60% of
women drinking beer in Italy in 2017, compared to just 25% in the 1980’s (Donadini & Porretta, 2017).
It is clear there is a market for females. The idea behind BrewDog’s campaign: addressing the gender pay
gap, was a great cause that got lost in the poor delivery of the message.

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2.0 Strategy - 18IPA

The relaunch of the campaign is connected with a reorientation from

BrewDog Pink IPA to BrewDog 18IPA. BrewDog 18IPA emphasises a shift
from a pink female focus to a problem focus in society; based on the issue
of the gender pay gap in the UK of 17.9% in 2018 (ONS, 2018). The
relaunch involves broad changes like addressing a new target group, and
investments in other alternative mediums such as search marketing and
social media marketing to distribute a new message. Since the former
campaign of BrewDog Pink IPA was guided with sarcasm the relaunch of
the campaign aims a neutral message for every personal character. The
relaunch of the campaign will remove negative connotations and media
attention that consumers may have been accustomed to in relation to the
name Pink IPA. The core element (taste) and aim of the product remains
the same, however allows the organisations to ensure the gender pay gap
is at the forefront of the marketing campaign. Therefore, with this strategy
the original mission of BrewDog ‘We are on a mission to make other people
as passionate about great craft beer as we are’ (BrewDog, 2019) will be Figure 1. New 18IPA
served perfectly. To understand the consumer and supplement this
bottle design
strategy; segmentation, targeting and positioning will be reviewed
alongside examining the organisations marketing mix.

2.1 Segmentation, Targeting and Positioning

Dibb and Simkin (1991) analysed the brand strategy of a company by three important
contents: segmentation, targeting and positioning. Brand segmentation signifies the differentiation of the
customer and the way to get to know the specific target group better (Dibb & Simkin, 1991). Jobber and
Ellis-Chadwick (2016) harness variables as demographics, psychographics, geographic and individual
behaviourisms for analysing the audience. As BrewDog Pink IPA was targeted to females, the relaunched
product will target all beer lovers with an interest in inclusivity. It is all about the taste of a well-brewed
and expressive IPA – nothing else.

5
On consideration of BrewDogs’ social media channels, the
target group seems to be focused on information about beer,
brewery and the company. The Instagram profile of BrewDog
has 245,000 followers and features throughout aesthetic
pictures around BrewDog and beer (see Figure 2). It’s about
personal contact to the customer for emerging customer
engagement and giving a good feeling of the brand through a
direct communication (Ashley & Tuten, 2015).

Kotler et al. (2016) defines brand positioning as an “[...] act of

designing the company's market offering and image to occupy
a distinctive place in the minds of the target market” (Kotler et
al., 2016: 359). Furthermore, positioning is about individual
perceptions of the target group. Especially positive feelings
concerning the brand are targeted for a stronger brand or
product relationship with the customer (Kotler et al., 2016).
BrewDog incorporated these feelings in their outer
communication (e.g. campaign) for achieving a suitable brand Figure 2. BrewDog Instagram handle
image. Each form of segmentation, targeting and positioning
serves in a different way with the marketing mix. Thus, the relaunch of the campaign requires a new
alignment of the marketing mix, which will now be examined.

2.2 Marketing Mix

2.2.1 Product

The featured product depicts the shift from BrewDog Pink IPA to
BrewDog 18IPA. The style, taste and purpose of the product is
maintained so far that only the name is changed to be able to carry
out a successful relaunch. BrewDog 18IPA presents a beer served
in 11.6fl oz glass bottles attended by a colour design of the label
which mirrors a neutral message according to the design guideline
of BrewDog.

2.2.2 Price Figure 3. 18IPA bottle

The original strategy does not follow mainly a profit – it is more

about achieving attention for the issue of an existing gender pay gap in the UK and offering a fair price-

6
performance ratio. The original campaign donated 20% of the sale price to charities fighting inequalities,
which will continue throughout the new campaign (BrewDog, 2018).

2.2.3 Place

BrewDog 18IPA will follow a same distribution to that of their previously launched products. The most
accessible purchase point is the organisations bars, found in 50 locations around the UK (Hawkins, 2018).
In addition to this, the product will be available exclusively to their online store due to it being a
promotional item.

2.2.4 Promotion

To move away from publicity-stunts and achieve a successful campaign, new promotional methods will be
employed. This element will be further explored under the strategy tactics as explored in 3.2.

2.3 Push- and Pull-Marketing

By constantly creating and launching new beers BrewDog uses push marketing for achieving customer
demand. It is also possible that a strong brand loyalty can inadvertently make customers brand
ambassadors while recommending products to potential customers (Peter & Donnelly, 2002). The push
marketing strategy will be supported by pull marketing through different social media and outdoor
advertising campaigns around the UK. This strategy is about targeting the end-user and increase awareness
for brand and products through using communications and thus, stimulating an action (Fill, 2013). Since
investments for social media advertisement will increase even more in the following years BrewDog should
follow this trend for raising awareness for its brand and products (Statista, 2018). BrewDog will follow the
strategy combining push- and pull-marketing for creating a huge brand awareness and thus, achieving the
main aim: brand relationship together with brand loyalty in the target group (Peter & Donnelly, 2002).

3.0 Budget, tactics and timeline

3.1 Budget
When BrewDog launched, the company did not have a marketing budget (Morgan, 2016). BrewDog founder
- James Watt - stressed how this no budget marketing strategy worked for them initially (Reynolds, 2015).
Nevertheless - after Pink IPA - the founder came forward and admitted societal changes resulted in these
shock tactics no longer being effective (Hickman, 2018). Therefore, a marketing budget is necessary to
promote the new 18 IPA without controversial means. Due to limited financial information available
regarding BrewDog marketing budget, it is possible to derive a potential figure through examining
competitors. A regional competitor who operates a similar business model is that of Edinburgh-based Innis
& Gunn. The organisation holds annual pre-tax profits of £14.3million (Millar, 2017), and marketing
budgets of around £100,000 per campaign (Mortimer, 2015). Therefore, as BrewDog make £1.4million

7
annually (Gourley, 2018) analysing these figures appropriately can create a BrewDog budget of approx.
£6,000-7,000.

3.2 Tactics

3.2.1 Search marketing

Search engines have grown to become an indispensable

instrument for individuals to use to find out information
quickly or access a website, derived from their own search
variables. Search marketing – therefore - is a combined
element that uses search engines to develop marketing
strategies to reach consumers effectively (Colborn,
2006). Firstly, search engine optimisation (SEO) is the
way organisations can structure and develop websites to
increase website rankings organically (Chaffey & Ellis-
Chadwick, 2016). Search engine crawlers (automated
robots) detect key information such as metadata – key
terms that define the website, site maps – navigation and
site links, mobile-friendly code (Figure 4). which can
increase a site ranking. As SEO is defined by the author of Figure 4. How
crawlers/developers/consumers see
the website, the costs to implement are none (Shenoy & BrewDog website
Prabhu, 2016). Nevertheless, organisations can use paid
means to reach consumers more quickly through search engine marketing, more commonly known as paid
search (Mitchell, 2012). This method requires advertisers to pay a fee when an individual visit their site,
and this method often results websites being higher in listing due to the financial gain to search engines
however still considers factors defined by SEO (Kingsnorth, 2018).

In relation to the Pink IPA campaign, information regarding the controversy from news outlet appears
highest in listings due to their effective SEO reach (Google, 2019). This is one key area that should be
focused on, prior to a social media campaign as SEO can sometimes be lengthy in its implementation to
search engines (Shenoy & Prabhu, 2016).

3.2.2 Public relations

Public relations (PR) has remained consistent as a method of communication. The practice can be defined
as the way in which organisations present and persuade audiences to garner a positive public response
from its stakeholders for activities carried out by the business to retain a positive reputation (Hutton, 1999;
Chartered Institute of Public Relations, 2019). Furthermore, studies show that consumers trust an
organisation more through positive public relations, opposing to paid for advertising highlighting its

8
effectiveness towards encourage credibility of an organisation (Jobber & Ellis-Chandwick, 2016). The
organisations marketing efforts were successful during their inception, garnering media interest from the
World Beer Cup and their Paradox Beer being censured by industry watchdog Portman Group (Smith et al.,
2010). However - in 2018 - the launch of Pink IPA garnered public backlash. Cornelissen (2011) highlights
the problem with PR is the lack of control, and therefore the potential for a campaign to be sabotaged as a
result of a poorly interpreted campaign by the media. The organisation founder came forward to admit
their ‘shock tactics’ in the modern day were ill-advised and decided to find new innovative ways to reach
consumers besides “overly provocative [PR] stunts” (Hickman, 2018). In this regard, this gives BrewDog to
start their new marketing strategy with the remarketing of the Pink IPA product as 18IPA. The relaunch of
the marketing campaign using a rebranded product can aid removing negative connotations derived from
the initial campaign, focusing on the root of the message: the pay inequality between men and women.
Furthermore, 2017 saw substantial changes in regulation, making it a legal requirement for large
employers to publish gender pay gap data annually in March (The Equality Act (2010) (Gender Pay Gap
Information) Regulations, 2017). As 18IPA will be to focus on this gender pay inequality, launching the
campaign around this time will elicit public interest.

3.2.3 Social media marketing

Tapp, Whitten & Housden (2014) explore the sharp rise social media has had within the past decade. The
evolution of social media since its inception has seen functionality and use dramatically change through the
development of coding languages and the capabilities the web now offers. Figures show Facebook,
YouTube, Instagram and Twitter as market leaders in social media to the western world (Statista, 2019).
BrewDog presence on social media has grown since their 2007 inception, holding over 304,000 and
127,000 followers on Facebook and Twitter, respectively (Facebook, 2019; Twitter, 2019). Organisations
use of social media supports a push marketing strategy, by going directly to the consumer to: raise
awareness, emphasise brand values and develop brand loyalty (McDonald & Meldrum, 2013). Social media
platforms allow for organisations to track engagement through their individual posts with information on
demographics etc. Furthermore, they also provide analytical information if a business uses their paid-for
ad service (Facebook, 2019). These metrics will be vital in ensuring the success of the 18IPA relaunch,
allowing BrewDog to monitor and evaluate the campaign ensuring the correct target audiences are being
reached and are engaging with their posts.

Figure 5. Four stage marketing campaign

9
3.3 Timeline and Execution

Figure 6. GANTT Chart

The initial phase of the campaign (January – February) will focus on the search engine marketing. Prior to
the campaign, BrewDog will made a dedicated page for the 18IPA campaign, using SEO to effectively bring
the page higher in organic rankings. This will be done at the initial stages to ensure the search engines have
the time to crawl and access the pages. This will help showcase the positive message the company intended
to put across.

The next stage in the campaign (February) will be to generate interest from media outlets through a pre-
launch. This keeps in line with BrewDog’s low cost marketing strategy as journalists should be eager to
report on the new campaign given the scale of the public interest in the original launch. This stage should
also help with the search engine results shown when searching for the beer, in showing new articles rather
than the initial reactions.

The launch of the campaign (March - April) will coincide with both International Women’s Day and the
publication of the gender pay gap in large companies, which both occur in March (International Women’s
Day, 2019; Equal Pay Portal, 2019). By carrying out social media marketing (see Figure 6) and search
engine marketing allows the organisation get a higher ranking, and will aid the end aim of increasing
awareness of the campaign. As previously stated BrewDog has a large social media reach leading to the
backlash of the original campaign which received a combined total of 7.6 thousand “reactions” on Facebook
(Facebook, 2019). The key aim of the social media campaign at this stage will be to effectively communicate
the key issue of the gender pay gap to this large audience.

10
The final stage of the campaign (April) is to continually review the campaign through the use of Key
Performance Indicators (KPI’s) which will be discussed. The campaign will be reviewed every second week
to ensure the campaigns are cost efficient.

Figure 6. Mock-up Facebook campaign (adhering to 19:1 ratio)

3.4 Key Performance Indicators (KPI’s)

SEO Traffic
If the BrewDog website has increased traffic, this will indicate if the
SEO has been effective.

PR/ Search engine Clicks

marketing Evaluating the number of clicks to website will evaluate the success
of the PR and search engine market strategy. If media outlets have
circulated the story, it is likely this will cause additional searches
for the campaign through search engines.

Social media marketing Engagement

Using social media platforms to evaluate engagement on posts. This
will allow BrewDog to adjust promotional materials if necessary, to
increase engagement.

Interactions
To evaluate the campaign success, the number of ‘likes’ and ‘shares’
will be evaluated to understand the reach of the promotions and
who is interacting with them.

3.5 Data Management

11
The EU state that the new GDPR legislation is the “most important” change that has happened in data
privacy in 20 years (EUGDPR, 2019). GDPR stands for General Data Protection Regulation (EUGDPR, 2019).
The EU state that these changes have been made in an attempt to protect EU residents from data breaches
(EUGDPR, 2019). These legalities mean that BrewDog must ensure any information gathered as a result of
their social media marketing and search engine marketing must be held confidentially and securely.

4.0 Conclusion
In conclusion, it is evident to see that BrewDog can take this opportunity of relaunching Pink IPA as
18IPA as the first steps in moving away from controversial marketing stunts. The four-month
campaign provides a clear and strategic approach to distribute the campaign at significantly lower
costs to that of industry leading organisations. Through analysing the campaign with KPI’s, this will
allow the social media and search marketing strategies to be altered if necessary, to allow for the
greatest reach and engagement and therefore meet the overall campaign aim.

12
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