| Field | Value |
|---|---|
| Brief ID | BRW-117 |
| Format | Static (typography + can hero) |
| Product | Bad Arse Irish Red Ale (BOTM seasonal) |
| Persona | Beer Club member / Hybrid Drinker (warm) |
| Angle | Attitude + verbatim winning ad |
| Emotion | Defiance + Curiosity |
| Awareness | Solution Aware / Product Aware |
| Funnel | Retargeting / Beer Club promo |
| Offer | Beer Club subscription (the only way Bad Arse ships) |
"Unleash the boldness with our all-new
Bad Arse Irish Red Ale!"
Source: META verbatim — A77.6 Bad Arse GIFs, 2.65% CTR
"This isn't just any ale;
it's a testament to those who live life on the edge
and never settle for the ordinary."
Source: META verbatim — A77.6 verbatim
Beer Club drop. Skip anytime.
Source: SPEC verified — Beer Club terms
"Unleash the boldness with our all-new Bad Arse Irish Red Ale! This isn't just any ale; it's a testament to those who live life on the edge and never settle for the ordinary."
Beer Club members only. 17% savings on every order. Skip, swap, cancel anytime.
[All from META verbatim + SPEC]
Layout (9:16):
- Top 35%: dominant headline — BN Kragen Bold, three lines stacked. Off-white "Unleash the boldness with our all-new" / GO Red #FF0000 on "Bad Arse" / off-white on "Irish Red Ale!" Letterpress-textured letterforms on "Bad Arse" line.
- Middle 40%: Bad Arse Irish Red Ale can centered, hero shot. Existing render from Assets/BOTM folders (February or March 2026 BOTMs). Single warm backlight for glow rim. Real condensation.
- Bottom 25%: sub line — BN Kragen Bold, off-white, three lines.
Background:
- Go Black #121212, full-bleed
- Subtle noise/grain overlay for craft texture
Lighting on the can:
- Single warm backlight (2800K) creating glow rim
- Minimal fill — heroic but not glossy
Asset sources:
- Bad Arse can: Assets/BOTM - Feb 2026/ or BOTM March 2026 - Burn It Down Videos/ (verify Bad Arse-specific BOTM folder; if not present, source from Beer Club marketing assets)
- Backup product motion: IG Video/IG Video Jab Jab.mp4 for similar BOTM aesthetic reference
Typography:
- BN Kragen Bold throughout
- Headline: 1.6× scale on "Bad Arse" line, 1.0× on others
- Letterpress texture on "Bad Arse" — slight ink variation, premium craft signal
- GO Red #FF0000 accent
- Sub line: BN Kragen Bold, 0.5× scale, off-white
Run window: Retargeting only — Beer Club / warm audiences. Do NOT run on cold prospecting (BOTM = warm-only positioning per [PERFORMANCE_ANALYSIS] insight that BOTM hits 0.65–0.88 ROAS on cold).