BRLO
Less Hate, More Hops
Fighting right-wing populism with beer pricing.
Insight
Founded ten years ago with the goal of diversifying Germany’s beer landscape, BRLO brews a wide range of beers in the name of openness.
But during this decade of inclusive, norm-breaking craft beers and initiatives, something else has been brewing in Germany: The rise of right-wing populism.
Idea
When Germans open their hearts, BRLO open their taps.
On the week of the federal election, BRLO will take a stand for an open Germany by introducing a new way of pricing their beer. The less people vote for the right-wing populist party, the less they will pay for their beer.
A simple yet powerful mechanic designed to remind people that beer is good, but openness is even better.
Our 10th anniversary isn’t just a celebration; it’s a call to action. We believe in a Germany that is open, tolerant and diverse, so we aim to mobilise people to stand against hate and exclusion, one beer at a time.
Impact
Every political campaign starts in the streets.
Launched on the day of BRLO’s anniversary party, the next morning Berliners woke up to posters, mobile out-of-home and social posts colouring the city to initiate the conversation. On election day, the 23rd of February, the campaign will culminate, hopefully with BRLO giving away their beer almost for free, cheering to a more open Germany.
