James Watt says bungled promotion in which cans were only gold plated looked ‘dishonest and disingenuous’
The chief executive of BrewDog has paid out almost £500,000 from his own pocket to winners ofwhich he has admitted made the controversial brewer look “dishonest and disingenuous”.
He said he mistakenly believed the cans were made of solid gold – they were in fact made mostly of brass and only plated with the precious metal – which the UK advertising regulator later said would have meant they were actually worth £363,000 each.wrote on LinkedIn A number of the winners contacted the Advertising Standards Authority , which regulates advertising and marketing in the UK, complaining that the “solid gold” claim was misleading.
“Those three tweets were enough to do a lot of damage,” said Watt. “It blew up into a media storm. The gold can saga was headline news. The campaign launch morphed into a frenzy, with attacks coming in from all quarters. It got pretty grim. I should have been more careful.”
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