Oooft! Tennent’s pours seven figures into latest ad campaign
Major campaign led by ad agency John Doe is the Scottish beer brand’s biggest marketing drive in eight years.
A new campaign from Tennent’s celebrates those moments that can be summed up with only one word, ‘oooft’ – an expression unique to Scotland that communicates notable or surprising things.
The brand’s biggest marketing drive in over eight years, the seven-figure integrated campaign includes out-of-home, a TV spot featuring Lulu’s Shout, as well as partnerships and social media content.
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“‘Oooft’ is a word used for pretty much everything in Scotland, so we thought we’d have some fun with it,” said Paul Menzies, brand and marketing director at Tennent’s owner C&C Group. “Among the wide variety of ‘ooofts’ that exist here, from cracking goals to questionable fashion choices, we wanted to show that Tennent’s offers the very best ‘oooft’ possible and one that’s uniquely ours.”
To coincide with the TV ad, billboards have been popping up around the county featuring eye-catching typography alongside photography that heroes the beer and the can. In each, bubbles and condensation form the letters ‘OOOF’ and Tennent's famous red ‘T’ finishes the line.
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Menzies added: “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 compellingly creative collaboration with John Doe, it was time to remind people why Tennent’s stands apart and hopefully raise a smile while doing so.”
It’s the first-ever TV ad from John Doe after being appointed agency of record last year.
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Pam Scobbie, chief creative officer and co-founder of the John Doe Group, said: “Working on this has been a joy. We’ve been able to really push the work forward creatively while making sure we captured both a truth about the brand and its drinkers at the heart of the campaign and the positioning.
“If you’re not from Scotland, it’s difficult to appreciate the significance of Tennent’s as a brand, culturally and creatively. It is a dream client and we’re looking forward to what lies ahead as we take ‘Raised in Scotland’ from strength to strength.
“For us as an agency, this is also an important milestone. John Doe comes from a comms background, but it hasn’t been that agency for quite some time. TV has been on our wish list for a while, so we’ve strengthened our creative team and invested in our studio to give us that capability. This is the beginning of a new chapter for John Doe and delivering ATL work that genuinely gets people talking will be a core part of who we are from now on.”
