‘Screw your ex’ says anti-Valentine’s Day campaign for Mutant’s beer brand

A week ahead of the most romantic day on the brand calendar, a Singaporean brewery has launched its own ‘anti-Valentine’s Day’ campaign to combat the plethora of “cheesy” ads.

Trouble Brewing, the brewery company founded by public relations agency boss Joseph Barratt, launched a social media campaign giving away a selection of limited edition beer bearing decidedly unromantic tag lines.

These included: ‘This beer wasn’t a mistake. Unlike you’ and ‘You aren’t perfect, but this beer is’ and ‘F**k Chug me.’

The B2B brand then coupled the bottles with the following social media message: “There’s no need to feel down. We say – screw your ex and share some beers with your other single friends instead.”

Users were then encouraged to tag their fellow single friends, whom they’d like to share the beers with.

Launched in December, Trouble Brewing was started by Mutant Communications founder Joseph Barratt as a venture to help clients develop a greater appreciation for craft beer.

The beer is commissioned by clients for events and functions and brewed in Singapore. Speaking to Mumbrella at the time, Barratt said he hoped to “remove some of the elitist associations with craft beer”.


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