BrewDog has announced the return of its infamous Gold Can competition, with limited edition gold plated cans hidden in packs of its beer.
In 2021, the Advertising Standards Agency (ASA) found that BrewDog's ad, which claimed that consumers would be able to find solid gold cans, was misleading.
After this, co-founder and CEO James Watt forked out £500,000 of his own money to pay the price for the miscommunicated previous iteration of the campaign.
Now the Scottish beer firm is back with version 3.0, now featuring gold-plated cans – and £5,000 – as the prize.
Craft beer lovers can hunt for the limited-edition cans, which are now in hidden in packs available in supermarkets.
Once discovered, the lucky beer fan can claim a £5,000 cash prize – and get to claim their gold plated prize as a reminder of that time they happened to pick the right case of beer in their local supermarket.
The beer firm will also be providing the chance to win ‘Gold Pints’ plus many other prizes in BrewDog bars, via scratch cards for those spending £10 or more.
Orders placed on the BrewDog website will also offer the chance to bag the same prize, with online purchases offering double the opportunity to win. Every online order comes with a ‘Gold Pint’ scratch card, alongside a chance to find a special can within their order.
James Watt, co-founder and CEO of BrewDog, said: “Given that our previous Gold Can competitions were such plain sailing, it was the logical next step to do it all over again. That, and the fact that we had too many of these cans taking up space in the office.
“This time around, though, I’m keen to avoid forking out another half a million quid, so I’ll say it loud for the people at the back: these cans are gold plated, not solid gold.
"I hope that’s crystal clear. Disclaimer: there are no crystals available in these cans either.”
Find a gold can in applicable BrewDog cases of beer at all major retailers, or a gold pint in BrewDog bars and on the BrewDog website. To claim, email email@example.com by 30/8/2023. See T&Cs at brewdog.com/goldcan.