The Drum Awards Festival - Extended Deadline

-d -h -min -sec

Advertising Innis & Gunn

Innis & Gunn, fed up with beer glass theft, invites fans to fill their pockets

Author

By John McCarthy, Opinion editor

June 20, 2019 | 3 min read

Edinburgh craft beer brand Innis & Gunn has launched a summer marketing campaign in Scotland talking directly to pub-goers who steal its glasses.

Innis & Gunn Glasgow stunt

Georgia Robertson and Becca Fennell from Innis & Gunn

The ‘Your Call’ campaign saw the brand set up shop in the centre of Glasgow to dish out crates of its much-desired glassware in the hopes consumers will get the theft out of their system.

The #PeopleMakeGlassGo activation, a pun on city slogan People Make Glasgow, saw the brand distribute free glasses and pint tokens to the public, having done so earlier in Edinburgh which managed to “half inch 1,000 glasses in 32 minutes”.

The friendly rivalry between the Scottish cities aside, the campaign will see further activations down the line, including murals and a public vote on things like 'what date do we treat you to a payday pint'. There will be four votes in four weeks.

Robb Hamlin, senior brand manager at Innis & Gunn, said: “Glasgow’s people have long been considered the city’s greatest asset, so who better to decided how we roll out our lager campaign over the next month? We’ve got loads of great stuff up our sleeves, and we can’t wait to see where Glasgow decides to go with it. Keep a close eye on our website, social media channels and as you’re out and about in the city to get involved.

“Ever since we let the people of Edinburgh ‘borrow’ our glasses fans have been asking when it’s going to be Glasgow’s turn. Well the day has finally arrived, and we want to see if you can beat your friends in the east’s time of 1,000 glasses in 32 mins. We’re also going to be handing out vouchers for free pints at our newly renovated bar in Ashton Lane, so it’s win-win really.”

UPDATE: Rival brewer Drygate made an attempt to 'hijack' the campaign.

It urged some of the many thousand people who have taken Innis & Gunn glasses to come for a free pint of Drygate Beareface Lager if they bring it to the brewery.

It's open letter to I&G can be read below.

Advertising Innis & Gunn

More from Advertising

View all

Trending

Industry insights

View all
Add your own content +