BREWDOGTHE PUNK STATEDrive trial of Punk IPA + create disruption + noise around UK cities. SOLUTIONThe Punk State – a disruptive campaign declaring craft beer as the new way forward in the beer category. We created a bespoke Punk State lorry sampling bar playing on the brands heritage and put ice cold beers in hands driving trial in city centres and on campus. We partnered with the local and Student Union Bars that stocked Brewdog by giving them extra merchandise to hand out if people purchased a Brewdog beer on that day in the bar. Each student was handed a ‘Punk State passport’ which if they got a stamp in it to show that they have come to Punk State and received a beer sample, they then got money off in their local bar. OUTCOMEPunk State takeover in 7 UK cities. Daily average distribution of 1,200 ice cold 330ml beers.