BrewDog facing backlash over new 'commercial suicide' ad campaign

BrewDog is facing backlash after a new ad campaign used the phrase “commercial suicide”.

The craft beer giant, launching a new Punk IPA recipe, used the tagline “tastes like commercial suicide” on billboards across the country.

Said to be a direct quote from the company’s head of procurement, posts on social media promoting the campaign were met with backlash from suicide prevention advocates.

Promotion for the campaign read: “Today we’re launching the new Punk IPA recipe across the UK: cleaner, brighter and punchier than ever.

BrewDog facing backlash over 'suicide' ad — BrewDog facing backlash over ‘suicide’ ad BrewDog

“Our nationwide campaign is live now, with bold OOH across London and Manchester carrying the line: ‘Tastes like commercial suicide’.

“A direct quote from our Head of Procurement – and honestly, fair.”

Kenny Stewart, head of public affairs and communications at SAMH (Scottish Action for Mental Health), said: “Suicide is not a punchline. It’s a tragedy. It’s good to talk more openly about suicide, but not like this.”

A spokesperson for Suicide Prevention Scotland added: “This is a hugely disappointing, entirely inappropriate advert.

“Mocking suicide is neither clever nor funny and adds to the stigma and distress people impacted by suicide feel, and can cost lives.

“Talking about suicide is the best way to prevent i,t and everyone has a part to play.

“We would encourage business leaders to use their influence responsibly to reduce rather than add to suicide related stigma.”

BrewDog has been contacted for comment.

Help and support is available now if you need it.

The Samaritans can be contacted any time, from any phone, free on 116 123, email at jo@samaritans.org, or visit samaritans.org to find your nearest branch. Details of other services and more information can be found on the NHS website here.