Tennent’s, the lager brand owned by C&C Group, has launched its biggest marketing drive in more than eight years.
The seven-figure push centres around the brand’s Scottish heritage and features the expression ‘Oooft’ as well as the song Shout by Lulu.
The Raised in Scotland campaign will run on TV, cinema, social content and outdoor advertising sites. It will continue in the months ahead, including activations in bars, stores and across Tennent’s rugby and football sponsorships.
The brand is currently giving away glassware through selected retailers that features a new Raised in Scotland illustration. The promotion will be available in selected Tesco stores until August 7 and then from selected Co-op stores across central Scotland from 16 August until 6 September.
Paul Menzies, C&C’s brand and marketing director (beer) said: “This is the biggest investment we’ve made in the brand in quite some time, and we’re excited to see it go live. With an evolved visual identity, new guiding positioning and a full POS roll out, it was time to remind people why Tennent’s stands apart and hopefully raise a smile while doing so.”
