BrewDog’s “Cheaper Than Therapy” Campaign – Another Marketing Misstep?

BrewDog, the self-styled “punk” brewer known for its rebellious approach to marketing, has once again stirred the pot, this time with a campaign claiming that its beer is “cheaper than therapy and works better.” 

The slogan, which appeared on billboards and social media, has triggered widespread criticism and raised eyebrows across the marketing and mental health communities alike.

The Message That Missed the Mark

On the surface, it’s easy to see what BrewDog was aiming for, a cheeky, tongue-in-cheek slogan tapping into the stresses of modern life. 

But when the joke touches on mental health, it stops being clever and starts looking careless.

Suggesting that alcohol is an alternative to therapy not only trivialises the importance of mental health support but also risks normalising self-medication with drink. 

At a time when mental wellbeing is a major public concern – and when many campaigns focus on reducing alcohol dependency – BrewDog’s messaging feels tone-deaf and out of step with current attitudes.

A Pattern of PR Pitfalls

This isn’t BrewDog’s first brush with controversy. Over the past few years, the Scottish brewer has built a reputation as much for its marketing gaffes as for its craft beer.

The “Faux Feminist” Beer: Their 2018 Pink IPA – launched as a parody of gender pay inequality – was slammed as patronising and tone-deaf.

Employee Relations: In 2021, a group of former employees accused the company of fostering a “toxic culture,” leading to the “Punks with Purpose” open letter.

Marketing Stunts Gone Wrong: From “beer for dogs” to “beer served in taxidermy squirrels,” BrewDog’s penchant for shock tactics has often generated more backlash than brand loyalty.

The Bigger Picture: Marketing Ethics and Social Sensitivity

Marketing thrives on bold ideas, but there’s a fine line between edgy and irresponsible. When brands use sensitive topicsm such as mental health, addiction, or therapy, as punchlines, they risk alienating customers and damaging trust.

Good marketing provokes thought; bad marketing provokes outrage. In an era where consumers value authenticity, empathy, and social responsibility, campaigns like this can do lasting harm to a brand’s reputation.

What BrewDog Could Have Done Instead

BrewDog has a massive platform and a passionate customer base. It could easily have turned its message into something supportive, like:

“Beer won’t fix everything – but it’s better shared with mates.”

“Here’s to talking things out – over a pint.”

Such alternatives could have celebrated community and conversation without undermining mental health awareness.

BrewDog’s “Cheaper Than Therapy” slogan might have been intended as humour, but it’s yet another reminder that tone matters. In today’s marketplace, where social awareness and corporate accountability are more important than ever, this latest misfire risks cementing BrewDog’s reputation not as punk pioneers, but as repeat offenders in the world of marketing blunders.