BrewDog is launching Park IPA, a campaign to make its Punk IPA the definitive craft beer of London’s “summer park drinking culture,” it said, adding that 70% of 18-44 year old Londoners are known to take alcoholic drinks to the city’s parks in summer.
The campaign’s centrepiece is a London-wide OOH push across 534 sites on the Tube and outdoor network, which launches today (10 August) and runs for three weeks, with an estimated reach of 11m people, BrewDog said.
The brand is also partnering with Deliveroo to sample 20,000 cold cans of Punk IPA, each paired with a flyer for a free pint at participating bars. Also from today, the partnership expands into in-app media across category, grocery and homepage placements.
The push is backed by major retail activation, including 1,100 front-of-store units at Co-op stores and screens with in-aisle POS across roughly 100 stores each at Sainsbury’s and Tesco, alongside a Punk Happy Hour e-commerce promotion.
Lauren Carrol, COO at BrewDog, said: “Summer in London is all about parks, pints and good company, and we want Punk IPA at the heart of it.
“This campaign puts us right where Londoners already are, making the most of the sun, and reminds everyone why Punk has been the nation’s favourite craft beer for years.”
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