BrewDog has unveiled a bold and creative World Cup anti-sponsor initiative.
BrewDog's goal with the campaign is to shine a light on the negative issues of FIFA's decision to host the 2022 World Cup in Qatar.
Qatar is awash in problems.
Problems with:
LBGTQ+ rights
Migrant workers' rights
Women's rights
Voting rights
Let's just say Qatar is not a Jeffersonian enlightened government.
According to the CIA World fact book, ruled by the Al Thani family since the mid-1800s, Qatar, within the last 60 years, transformed itself from a poor British protectorate noted mainly for pearling into an independent state with significant oil and natural gas revenues.
Significant oil and natural gas revenues that will cover a sporting event expected to cost a whopping $220 billion.
From a soft power perspective, Qatar is desperate to convince the world of the event's lasting legacy as a nation transformed. However, the soccer tournament will not help stop the talk of corruption and criticism of Qatar's rights record.
With this as the background, BrewDog decided to get on the pitch with a robust corporate philanthropic effort.
The Scottish brewing company announced that it was the "proud anti-sponsor of the World F*Cup."
As an anti-sponsor, the company will donate all profits from selling its Lost Lager beer during the tournament to causes that fight human rights abuse.
+ “To be clear, we love football, we just don’t love corruption, abuse, and death.” -- BrewDog
Sounds compelling.
Sounds wonderful.
That said, BrewDog as a communications wonder brand...
I recommend doing the opposite.
For me...
BrewDog is overly reliant on gimmicks that satisfy like a sugar rush.
BrewDog is overly reliant on tactics that move like a weather vane.
BrewDog is overly reliant on social consciousness set in sand.
BrewDog also has a checkered past with workers' rights. As reported by Fortune, past and present workers of the brewery signed an open letter detailing a 'culture of fear,' with workers demanding an apology for 'harassing, assaulting, belittling, insulting, or gaslighting them.'
+ "This is yet another disingenuous advertising campaign designed to distract customers from the fact that BrewDog is one of the worst employers in the brewing industry when it comes to doing the right thing by workers." -- Bryan Simpson, Unite's industrial organizer for the hospitality sector
Ouch.
Plus, while donating all profits from beer sales is worthy and good CSR, why just one product?
The decision for only Lost Lager beer profits to be directed to human rights charities seems overly calculated and CFO-driven do-gooding. Does Lost Lager beer have the biggest profit margins?
As someone who works on public affairs daily, this effort appears to have only involved the CMO, CFO, and CEO, with no input from a public affairs team.
Graphics. Design. Posters. Campaign. All coupe du monde.
But no specifics on which human rights charities will be on the receiving end; that is a curious own goal.
Due to several factors, companies headquartered in the West are no doubt being asked to engage more in civic affairs.
From corporate social responsibility to environmental, social, and corporate governance efforts, companies are under assault from government regulators, reporters, shareholders, activists, and employees, all demanding substance and not style.
Winning commerce happens when a company is trusted to provide high-quality services and products coupled with business decisions that reflect shared values.
Business decisions that reflect shared values from day one of the company.
Not "beerwashing" with advertising or marketing spin designed to persuade the public that the company is suddenly committed to civic involvement and shared values.
Also, get a public affairs pro at the decision-making table. They are uniquely skilled in spotting problems and potential blowback before you go live with an advertising campaign.
Enjoy the ride + plan accordingly.
-Marc
