Integrated, reactive, innovative – our approach to Tennent’s Lager ditches traditional thinking and instead uses tactical angles which has seen the brand increase its profile exponentially.
Our flexible, reactive approach isn’t just award-winning, it also delivers year-round coverage exactly where it matters for the Tennent's consumer.
Our ‘always-on’ comms strategy makes sure Tennent’s is unmissable when it comes to 18-24 year olds. Instead of one big traditional campaign, we take a 'little and often' route, connecting with drinkers regularly and through multiple touch-points.
1) Can we hijack it? Taking stories from the wider news agenda and giving them a Tennent's twist. A fresh, confident drip-feed of disruptive stories. Like the time we created our own Tennent’s Turner prize contender in Glasgow city-centre. Or when we launched Tennent’s drone deliveries (with a pinch of April Fool’s salt).
2) Can we own it? No badging of ideas, just Tennent’s owned experiences and content. Take Hallowe’en, for example. Our spooky taxi – otherwise known as a hearse - roamed Scottish cities letting revellers hitch a lift to the pub.
Ideas are built to work across multiple channels: digital, social, print, broadcast and in real-life.
We’ve smashed our KPIs, returning more than double our targets, from reach to sentiment and engagement. Most definitely worth raising a pint to!