‘Time to Dream’ with Tennent’s support of Scottish football
WITH the Fifa World Cup 2026 now mere weeks away, excitement across the country is palpable as plenty of consumers get ready to watch Scotland on the global stage for the first time in nearly three decades.
This makes any brand aligned with the football tournament a hot commodity across retailers’ stores – something that Tennent’s is banking on with its new ‘Time to Dream’ campaign.
Marking the latest chapter in the lager brand’s ongoing support of Scottish football, the new campaign has kicked off with the launch of a Tennent’s TV advert fronted by Rory McCann, best known for his time as The Hound on Game of Thrones.
Following a rollercoaster of emotions, the TV ad encapsulates the heartache of loss to the hope and belief in the national team qualifying to compete in the World Cup, showing the resilience, optimism and defiance that keeps the nation daring to dream big.
Tennent’s aims to be there with fans every step along the way, the lager brand said, through a PR presence including digital and outdoor advertising which features creatives that honour the emotion felt by football fans across the country.
Across the grocery and convenience channel, there will be plenty of POS materials and gondola takeovers made available to allow store owners to get in on the excitement along with spin to win prize mechanics.
There will also be an on-pack promotion to complement this ad. Running across eight-pack PMP, 10, 12 and 15-packs of Tennent’s Lager, it offers consumers a chance to bag their own Scotland ‘26 Squad signed shirt, plus a match day experience at Hampden park with a Scottish football legend in addition to thousands of other prizes.
And for larger groups and gatherings, Tennent’s Lager has also launched its new 18-pack of 330ml cans.
Hazel Alexander, senior brand manager at Tennent’s, said: “Scotland has waited a long time for this moment, and we wanted to capture what it really feels like. ‘Time to Dream’ is about the belief supporters have carried for nearly three decades – the hope, the heartbreak and the pride. This campaign is for everyone who’ll be watching together this summer.
“As the original supporter of Scotland’s national team and a key part of fans football rituals, Tennent’s is well placed to drive excitement around Scotland’s presence in the World Cup and our ‘Time to Dream’ campaign ensures we’re with fans and customers throughout the tournament – whether that’s in pubs, living rooms or late-night gatherings across the country.
“We know the nation will be dreaming of an unforgettable summer and we’ll be right there with them.”
