Doctor Brew is one of the brands that helped spark Poland’s craft beer revolution. Ahead of its relaunch and opening to a broader, more mainstream audience, the brand launched a campaign rooted in post-pandemic longing for closeness and living life on your own terms.
When one of the campaign visuals featuring a same-sex couple triggered a wave of hate comments on Facebook, the brand suddenly found itself at the centre of a potential social media crisis
We activated social media exactly where the hate appeared. Staying true to the brand’s rebellious DNA, Doctor Brew publicly committed to donating 10 PLN for every hateful comment under the post to the Campaign Against Homophobia (KPH). Haters were faced with a simple choice: comment and support a cause they opposed, or stay silent.
The response was immediate and visible. The action neutralised the crisis, flipped the narrative, and turned comments - usually a liability - into a mechanism for real-world impact.
Beyond social media, the activation pushed Doctor Brew into the media mainstream, generating close to 50 publications across major news, lifestyle, and industry outlets and sparking organic discussion among influencers and opinion leaders.
In total, the brand donated 30,000 PLN to KPH, turning online hate into tangible support.
The campaign also gained strong recognition within the industry, winning multiple awards:
π PR Wings β Grand Prix in Social Media & Influencer Communication and SAPR Special Award
π ZΕote Spinacze β Gold in the Social Media category
π IAB MIXX Awards β Bronze
π Golden Drum / ZΕote Spinacze Special Recognition β Special Award
This case proves that when brands stay true to their values and activate culture instead of hiding from controversy, even a potential crisis can become a defining moment.
Doctor Brew β turning rebellion into real impact.
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