Brewdog: The Daily Mail’s Money section asks PromoVeritas where their “Solid Gold Can” prize promotion went wrong?
This week Brewdog’s gold can promotion blew up in the press when a winner complained that his prize was not genuine after a valuation revealed it contained a miniscule amount of gold. Brewdog blamed a ‘typo’ for the mix-up and said that the valuation was based on its rarity. As the Advertising Standards Authority reviews the incident, The Daily Mail’s This is Money section asked PromoVeritas for our opinion.
This is Money contacted our CEO, Jeremy Stern, for an expert view of the blunder who had previously pointed out that the promotion was flawed to their reporter back in November. This week Stern was quoted saying ” This is a case of an excellent creative concept being let down by sloppy execution….
That is where Brewdog have gone wrong, and in my opinion, need to make good on the advertised value of the prize – ensure that winners who wish to receive £15,000 are suitably compensated. Of course some may wish to hold onto their can, in the hope of selling it to a collector in the future at a higher price.”
‘Running effective, safe and compliant prize promotions is an art and needs careful management by professionals.’