Great Northern

Beer Lovers Boycott as Great Northern Learns the Hard Way About Going 'Woke'!

Aussies are running over Great Northern Beer cans in a madcap boycott after the brand's 'woke' campaign backfires spectacularly!

In a classic case of what not to do with brand loyalty, Great Northern Brewing Co. has found itself in hot water after launching a 'woke' campaign that aimed to raise funds for national parks. The initiative, which was meant to showcase the beer brand's enthusiasm for the great outdoors, has instead sent their loyal fans running for the hills—or at least, running to run over their beer cans! With a growing number of Aussies outraged by the perceived political overreach, the brewer quickly realized that sometimes it's better to keep your target audience's preferences in mind rather than overstepping with social initiatives.

Critics of the campaign took to social media, calling for a boycott. Those who had once cracked open a cold Great Northern after a long day of work suddenly felt the need to unleash their frustrations in a rather creative manner: rolling over cans of the beloved beverage with their cars! The backlash was so intense that Great Northern swiftly decided to pull the campaign, which was originally slated to continue through March. It seems that what was intended as a fun way to support national parks has resulted in quite the headache for the Aussie brand.

The drinker's dilemma brings to light an interesting point about brand activism. While many consumers today appreciate companies that champion various social causes, there’s a fine line between promoting good while respecting customer sentiments and hitting a nerve that makes them feel unwelcome. Unfortunately for Great Northern, their attempt to go 'green' turned into a case of 'green with envy'—with a lot of customers feeling left out of the conversation.

As the beer industry witnesses these changing tides, this mishap suggests that staying true to one’s roots and values can often trump bold moves meant to cater to evolving social landscapes. One has to wonder what future marketing efforts will be like for brands as they grapple with the dual responsibilities of social consciousness and preserving consumer loyalty.

Interestingly, despite the backlash, Great Northern has always been known for blending enjoyment of the outdoors with their promotions. They’ve successfully aligned themselves with Aussie culture, which loves a good barbeque almost as much as a studio-fresh pint of beer. Plus, national parks are incredibly important in Australia, boasting over 600 parks and reserves, covering nearly 28% of the country’s total area! It seems that when handled right, a little outdoor love could do wonders for any beer brand—just maybe not in a 'woke' wrapper!