Aug 28th 2020


Yaldi; a Glaswegian expression used to show excitement, or, in this case, a blinding piece of reactive social from the brains behind Brewdog.

Aldi, famed for its knock-offs and, in fairness, fairly brilliant creative (for a supermarket), recently launched its ‘Anti-Establishment IPA’, complete with almost-but-not-quite-infringement Punk IPA packaging. 

And, they might have got away with it too, were it not for those meddling Twitter users. One tweet became thousands, and it wasn’t long until ‘Anti-Establishment IPA’ found the feed of Brewdog founder, James Watt. Pause for a minute. What would you do? You have built your empire on the back of your brand – the little microbrewery that made millions. How do you respond? With lawyers? Not if you’re smart, and especially not if you’re the self-styled rebels of the beer world.

Within 24 hours, Watt had tweeted his response – Yaldi beer, with its very own almost-but-not-quite-infringement packaging. It was timely, it was funny, and it was bang on brand. Credit where credit’s due, Aldi responded pretty immediately, suggesting Ald IPA as an alternative name, keeping themselves on the right side of the joke. But, the winner here is undoubtedly Brewdog, they protected their brand, without breaking character or losing their sense of humour – a rare feat.

Brewdog Facebook Post

Whether you love Brewdog, or, like me, have a minor aversion to millionaire multinationals who position themselves as ‘punks’, this is a cracking example of reactive social. Not a campaign of the month, admittedly, but potentially the, ahem, clapback of the quarter.


To read last month’s campaign of the month click here.