December 21st is Scotland's shortest day, and longest night.
We wanted people to embrace the cold winter, and enjoy our award-winning gluten free nitro stout in warm company.
On a tiny budget, and with an incredibly short timeline, we launched Extra Black Day - We produced a one minute launch film for web and social shot in horizontal and vertical, featuring cold Scottish scenes and a reading of Robert Burns "Winter - A Dirge", promotional and pos material including t-shirts, bunting, beer mats, bar runners, plus downloadable social assets, posters, a gift box for giveaways and a 14-page guide of recipes, event hints and advice.
Over 50 pubs and craft beer bars across the UK took part in the low cost high-impact event, bolstering sales and distribution of Extra Black across Scotland and England.
And the campaign was nominated for the Society of Independent Brewers Business Awards 2025 "best marketing implementation" losing narrowly to a rather-more well-funded Scot - Ridley - and his "Alien: Romulus" 20th Century Studios collaboration with Siren Brewery.
We took advantage of the terrible weather and shot in rain and snow with a very cold crew of two to make the social film.
The content guide, and some of the many pics and social from events across the UK...
Our gift box told the story of the day featuring the nighttime starry campsite on the outside, revealing a daytime campsite on the inside, as the lid is removed...