BrewDog is hoping it’ll be ‘third time’s a charm’ as the craft brewer announces its infamous Gold Can competition is back, with limited edition gold cans hidden in packs of its beer.
After co-founder and CEO James Watt forked out £500,000 of his own money to pay the price for a miscommunicated previous iteration of the campaign, 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 supermarkets. Once discovered, the lucky punters can claim a £5,000 cash prize.
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.”
In a previous competition it was claimed the cans were 'solid gold'. They were in fact just gold-plated. A number of winners contacted the Advertising Standards Authority complaining the “solid gold” claim was misleading.
The ASA upheld the complaints.
