"This campaign gives a whole new meaning to the word distasteful. Choosing to centre an ad around a term so deeply tied to real loss and real harm isn't bold or rebellious. It's careless. It's insensitive. And it's a perfect reminder that thoughtful, responsible copywriting isn't just nice to have', it's a non-negotiable."
"Alcohol is a contributing factor in a significant proportion of suicide cases. That's not opinion. That's reality. So to drop the S-word' into a light-hearted, tongue-in-cheek campaign for a product that already carries well-documented risks is more than provocative. It's reckless. It's tone-deaf marketing."
"I think we, as creative people, should be first in line to understand that words change meaning and power depending on their context and use. This is 'commercial suicide'. Where nobody dies. In the same way that 'data hygiene' doesn't stop anything from smelling, 'class warfare' doesn't have a bodycount, and 'character assassination' isn't a crime. I thought it was funny."
BrewDog launched a London-wide billboard campaign promoting a refreshed Punk IPA recipe using the tagline 'tastes like commercial suicide.' Mental health advocates, drinks industry figures and creative professionals criticised the use of language linked to suicide, calling the campaign careless, insensitive and reckless given alcohol's contribution to many suicide cases. Defenders argued contextual language games are common in creative work and that the phrase was tongue-in-cheek without literal harm. BrewDog's chief operating officer emphasised the beer's new recipe focuses on ingredient quality and higher production costs.
Read at www.standard.co.uk
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