Transcendental Brewing

Idea

Edgy craft-ale brewers Brewdog created the world’s first transgender beer. The drink was made using a type of hops that changes sex during the brewing process and sold in Soho for a limited time – with all profits going to Queerest of the Queer (a charity that aims to celebrate diversity amongst Londoners)

What We Like

The authentic link between the cause and the beer – and the campaigns wider call for Soho to remain a place celebrated for its diversity

Learnings

Injecting a little social purpose into your comms is still an excellent way to gain column inches for your brand – it’s essential to ensure there’s genuine reason for your brand to be involved however; especially when it comes to hot-button topics