BrewDog: Don't Believe The Hype by Isobel

BrewDog has vowed to give away 1m pints of its flagship Punk IPA in what it is dubbing "the world's biggest sampling campaign" led by creative the brand's distinctly anti-advertising advertising.

Social, digital, press and outdoor creative has been devised under the headline of 'Don't believe the hype', with creative urging users to 'Make up your own mind' when it comes to ordering craft beer and – ironically – telling them: 'Don't believe the advertising'.

A more detailed poster explains why BrewDog is 'putting out faith in our beer and our money where our mouth is' with regards to distributing 7,000 bathtubs of free beer.

The sampling activity hopes to convert 1 million people into craft beer lovers over the next four weeks by directing them to a website where they can download a beer token.