The Great Northern Brewing Co appears to have misjudged its audience with its ‘Outdoors for a Cause’ campaign, and reports indicate that the CEO has stepped down as a result.

Katharina Wolf, Associate Professor of Money and Marketing at Curtin University, spoke to Perth Today host Simon Beaumont about why she believes the campaign missed the mark.

“In this case, if you look at it from a distance, well, it kind of looks like a no-brainer—love the great outdoors, you make sure there’s more available. But I think what happened in this case is that Great Northern maybe wasn’t as tuned into their audience as they should have been,” she said.

Click PLAY to hear about the backlash.

Image – TikTok | @ozcamper