The challenge
Telling the Italian public about the launch of a limited-edition BrewDog beer, designed specifically for the Italian market. The goal was to highlight the bond with Italy and involve the brewery’s community of fans.
The idea
The name Hello My Name Is Sofia came from BrewDog’s Italian supporters themselves, who were invited to suggest a name for the new beer. The choice fell on Sofia, a tribute to Sophia Loren and a nod to an Italian imagery recognised around the world, between culture, beauty and heritage.
The result
A limited edition with an identity closely tied to the Italian public, born from the direct involvement of the community and turned into a storytelling opportunity for the brand through digital PR.
