With a Campaign Attacking FIFA, BrewDog Scored an Own Goal

The multinational brewery BrewDog has stirred controversy with its new “anti-sponsorship” campaign in light of the World Cup in Qatar, but in doing so, it has revealed its own dirty laundry. Specifically, the CEO and co-founder of the brand, James Watt, decided to call out the organizers of the football championship in a country where ‘corruption, abuse, and death’ prevail and endorsed advertising posters that read ‘First Russia. Then Qatar. We can’t wait for North Korea.’

He renamed the World Cup to World F*Cup and promised that the proceeds from the sale of Lost beer would be donated to organizations that protect human rights.

– Football is a sport for everyone, but in Qatar, homosexuality is illegal, flogging is an accepted form of punishment, and no one blinks when 6,500 workers die building your stadiums. That’s why we are launching (the anti-sponsorship campaign) – Watt stated to FIFA.

However, a large number of users turned the campaign against BrewDog, claiming that the company should first clean up its own doorstep before criticizing others. Last year, over a hundred former employees accused the company of toxicity and enforcing a ‘culture of fear’.

Violation of Workers’ Rights

As reported by Marketing Week, the union of bar and restaurant workers, Unite Hospitality, stated that BrewDog’s campaign is insincere and designed to divert customers’ attention from the fact that the company is one of the worst employers in the brewing industry.

– Treatment of workers in Qatar is an international scandal, but #BrewDog is the last one who has the right to call out others after a hundred of its former and current employees signed an open letter detailing the toxicity within the company and demanding an apology for harassment, belittlement, insults, and deception – Unite Hospitality stated.

Additionally, users deemed it extremely hypocritical that BrewDog, despite branding itself as a proud ‘anti-sponsor’, plans to show matches at its venues (pubs) and continues to sell its products in Qatar. Watt responded to these accusations, or as he called them, ‘the usual outpouring of hate on social media’, claiming that if that is the price they have to pay for raising awareness and the ongoing violation of human rights in Qatar and the obvious corruption of FIFA, then so be it. They are willing to pay it.

No Holds Barred

Of course, this response prompted users to make further accusations, concluding that what they write is not an outpouring of hate but a pointing out of obvious hypocrisy. One user highlighted that BrewDog signed a contract a few months ago with the only Qatari alcohol supplier for the distribution of Punk IPA.

– Well-timed for the World Cup. Clearly, human rights issues haven’t disturbed you that much – he noted. However, this is not the first time that Watts, or BrewDog, has caused a scandal with its advertising campaigns. Last year, the ASA banned a campaign for their seltzer, claiming it made misleading and irresponsible health claims. Despite this, Watts published the campaign on social media profiles and noted that they were not allowed to say that their seltzer has only 90 calories, even though it does. James Watt is undoubtedly a bold leader who says what he wants, regardless of users or regulatory bodies. While courage is desirable in the advertising world, in this case, it is counterproductive, as Watts really needs to address his own serious issues first before calling out others.