BrewDog is weathering the economic impact of COVID-19 in the UK with inspired incentives like hiding 10 gold cans of Punk IPA in Punk 12-packs
Here’s the deal…
On November 121 BrewDog co-founder James Watt took to Twitter to announce a new promotion, one that was clearly inspired by the Roald Dahl’s 1964 dark fantasy children’s novel Charlie and the Chocolate Factory.
Dear People Of The World,
10 solid gold Punk IPA cans are hidden in Punk 12-packs which will ship from our online shop over the next 4 weeks.
Winners receive a gold can worth £15K, £10k of BrewDog shares & VIP tour of our Brewery.
— BrewDog (@BrewDog) November 12, 2020
Dahl’s novel, and subsequent 1971 film classic, told the story of children who win a golden ticket to Willie Wonka’s legendary candy factory…And that’s sort of what Scotland-headquartered BrewDog is doing in the United Kingdom.
Starting in November BrewDog will be hiding what they call “solid gold” Punk IPA can in 12-packs that are only available at the company’s online store. So it’s not like you’ll be able to go into a retail outlet to search out the package that feels heaviest.
And even if you could, the 12-pack’s weight wouldn’t tell you anything, because the gold Punk IPA cans aren’t actually solid gold, but facsimiles which can be exchanged for the real 24-carat gold cans, valued at £15,000 ($19,700 US) each.
In addition to that, the 10 lucky winners will also receive £10,000 ($13,100 US) worth of BrewDog investor shares. which doesn’t suck either.
And in keeping with the promotion’s ‘Willy Wonka’ theme, the golden can winners will be invited up to BrewDog HQ in Ellon, Scotland, where the winners will be taken on a private tour by founders James Watt and Martin Dickie.
So yes, BrewDog’s Solid Gold Can promotion is definitely inspired by the Roald Dahl’s dark fantasy (without the carnage), kind of like the brewery itself…
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