Brewery and beer business Brewdog draws on the nation’s desire to crack open a cold one in a new UK-wide out-of-home campaign which spotlights the brand’s new light larger.

Designed with London-based agency Among Equals, the copy led creative plays on the fact that “cold beer” is a common request in beer culture, with the tagline: “The one you’ve been asking for”.

The campaign launches from today (2 September) and will be projected across sites in London, Manchester, Liverpool, Birmingham, Glasgow, Leeds, Newcastle, Bristol and Plymouth.

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The campaign’s visuals contrast with traditional beer adverts which usually draw on the enticing coldness and fizz of a freshly poured lager, this out-of-home instead taps into the Americana aspects of the new Brewdog product’s branding.

“How many times do you hear people saying they’re dying for a cold beer?” said Among Equals creative director Emily Jeffrey-Barrett.

“It’s the soundtrack to the sun making a brief appearance, to the first day of a holiday, to finishing a hard day at work. Creatively, it’s a massive gift and we wanted to make the most of it. People have literally been asking for this very beer – BrewDog has delivered.”

Brewdog chief marketing officer Lauren Carroll added: “We know that when people try Cold Beer, they love it. So that’s our aim for this campaign – to get more people trying it.”

“There are already a lot of big players in lager – with much bigger media budgets. This makes cutting through challenging but not impossible, so our focus has been on how we can use creativity to outperform spend.”

In June Brewdog’s former CEO James Watt set up a new influencer-focused app just weeks after leaving the business.