BrewDog’s “Beer for your grandchildren” creative bears “a striking resemblance” to a work pitched to the Scottish brand by its former retained agency Droga5 London, according to Campaign.
According to the publication, its sources have alleged that “beer for your children” was pitched by the agency to Brewdog two years ago, having presented a film and out-of-home mock-up to its erstwhile client.
The creative in question was said to have featured similar, child-like drawings of a burning Earth urging the public to make sustainable choices when choosing beer brands.
The sources also told Campaign that Droga5 was never paid for the work it pitched and funded the concept entirely by itself. The AccentureSong-owned firm has yet to comment on the allegations.
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A BrewDog spokesperson said: “For several years we have been talking passionately about the need for businesses to take decisive action on the environment for the sake of future generations.
“‘Beer for your grandchildren’ is the latest campaign designed to shine a light on what we’re doing to cut emissions, take carbon out of the atmosphere and invest in nature.”
They added: “Two years ago, we worked with Droga5 on the ‘Beer for all’ campaign. During the shoot, the agency made a video featuring children and pitched it to us speculatively. There was no brief and the film was made without our knowledge.
“We chose not to run with the idea. The ‘Beer for your grandchildren’ campaign was created two years later by a different agency and our in-house team.”
