Tennent’s pays homage to a storied history of lager
SCOTTISH lager brand Tennent’s is set to ‘brave the summer’ with its new marketing campaign to coincide with the brew’s 140th anniversary year.
Backed by a six-figure sum, the marketing aims to bring a bit of sunshine to the typical Scottish summer – which has so far lived up to its name.
After a promising May, Tennent’s aims to help consumers forget about some dreary looking forecasts with its new on-pack QR code offering shoppers the chance to bag some exciting prizes, including a weekly cash prize of £1885 in a special nod to the year Tennent’s was founded.
In addition to this, customers will be able to bag some exclusive “money can’t buy” Tennent’s merchandise.
To enter, consumers need only simply scan the on-pack QR code before 17 August for their chance to win.
Further activations will be present across retail spaces including in-store PoS materials, aisle takeovers and digital media assets planned to run across the summer. This will also make its way to the wholesale channel as well with depot takeovers and further PoS materials.
Elsewhere, shoppers will be able to pick up ‘Rain Cheques’ as well. These will be distributed in locations where rainfall has been high and persistent lately and each cheque offers a reason to stay cheerful this summer including pints with pals, airport pints before you jet off on holiday as well as £1885 in cash as well.
And a special Rain Cheque ATM will also offer shoppers the chance to win as well. The new Tennent’s branded machine first appeared in Skye after the area faced some of the country’s worst weather last year.
To make a withdrawal, consumers must find the elusive ATM machine by following hints on Tennent’s social media channels and figure out the special pin.
This new summer campaign also follows swiftly on from the launch of the new four-pack format for Tennent’s Light, providing shoppers with more moderation for the summer months.
Joanna Motion, senior brand manager at Tennent’s, said: “Braving the summer here is practically a national sport. As a country, we normally just get on with the fact we can experience four seasons in any one day – but last year was particularly bad.
“with the lift that we all got from having such a warm and sunny spring, we thought we’d do something to offset the rubbish days this summer and bring some joy, rain or shine.”
