BrewDog has relaunched its infamous gold can competition for a third time.
Learning from previous mistakes, the brewery's chief executive has made clear that the cans are definitely gold plated, and not made from solid gold, with the prize also better defined - those that find one get a memento gold can and win £5,000.
This comes after James Watt claimed to have forked out £500,000 of his own money to pay the price for a miscommunicated previous iteration of the campaign.
Gold cans will be found in cases of beer at all major retailers - Punk IPA 12 packs, Lost Lager 10 packs and Mixed Headliner 8 packs - alongside a 'gold pints' promotion via scratch cards for those spending £10 or more in the company's bars.
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.
Co-founder Watt said: “Given that our previous gold can competitions were such plain sailing, it was the logical next step to do it all over again.
“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.”
The original promotion saw the Advertising Standards Authority receive complaints from 25 people about the prize being made from “solid gold” and challenged whether the adverts posted on social media by the brewer were misleading.
The ASA upheld the complaints and said three adverts were misleading: two Twitter posts and a Facebook post.
Watt admitted at the time that the company had “messed up” the first gold can promotion and had already taken action by offering the winners from the first round the cash equivalent, before launching a second gold can competition with clearer terms and conditions and a cash equivalent from the outset.
The watchdog said in its ruling: "The prize consisted of 24 carat gold-plated replica cans", but added "because the ads stated that the prize included a solid gold can when that was not the case, we concluded the ads were misleading".
The ASA said it had told Brewdog not to state or imply that consumers would receive a solid gold can when it was not the case.
BrewDog said the words “solid gold” were written in error and repeated that mistake due to a miscommunication between its marketing and social media teams for the social media posts.
The ASA stated that investigators were told by BrewDog that a single 330ml can, made with the equivalent of 330ml of pure gold, would have a gold value of about £363,000.
It considered the general audience drawing the conclusion that it “was unlikely to be aware of the price of gold, how that would translate into the price of a gold can, and whether that was inconsistent with the valuation as stated in the ad".
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