Go big at home
Tennent’s commands a market share of over 30% in Scotland, which has 2 million beer and cider drinkers. Among them, 700,000 have a positive opinion of Tennent’s, while another 700,000 have a neutral opinion.
“If you’re not from Scotland, it’s difficult to appreciate the significance of Tennent’s as a brand, culturally and creatively,” said John Doe co-chief creative officer Pam Scobbie. “We’ve been able to really push the work forward creatively whilst making sure we captured both a truth about the brand and their drinkers at the heart of the campaign and the positioning.”
John Doe is the lead creative agency and handling PR. Media buying for the campaign is overseen by Republic of Media. Digital and social activity is from Bright Signals. Glasgow-based design agency Thirst Craft created the first new visual identity in six years.
Menzies said brand health has been on the rise for three years, citing improved customer quality and satisfaction scores. He said now was the time to reinvest in the brand, which has faced challenges from alcohol minimum unit pricing, moderation by consumers and the now-shelved threat of an alcohol marketing ban.
Measuring success will take place across YouGov, which Tennent’s uses to monitor brand health and internal insights agency Proof Insights, which handles long-term brand tracking.
In addition to running brand perception research, Menzies said another measure of success “isn’t so tangible.” He hopes Tennent’s remains top of mind for pub crawlers at the end of the work day.
Tennent’s will continue its partnerships with Scotland’s national soccer and rugby teams as their official beer partner. It is also considering how to re-enter the music world after ending its long-running T in the Park festival in 2016.
