Tennents ad account to stay in Scotland says boss
Pintlings: heading to England.Senior sources at Interbrew have said that the Tennent’s Lager advertising account is set to stay in Scotland when the review takes place later this year.
The announcement comes as the brewer also prepares to launch the Tennent’s Lager brand into England for the first time, to go head to head with its former stablemate Carling. The English launch comes as Carling’s owners, Coors, decide to launch the brand into Scotland, a decision that saw The Leith Agency forced to resign the Tennent’s account two weeks ago.
Rob Bruce, PR manager for Tennents, said: “It is definitely our intention to keep the Tennent’s business in Scotland. We are a Scottish brand and we have had lots of success using a Scottish agency, so I see no reason why we cannot enjoy that success in the future.”
It has also been announced that the Pintlings campaign, which has proven so popular for Tennent’s since it launched earlier this year, is also to be scrapped.
Bruce said: “The reason for this is that we like to keep things fresh and we did not want to run the idea into the ground. The Pintlings campaign has been a huge success and it has even rivalled Budweiser’s ‘Wassup’ in Scotland, which is great.”
Bruce says they are in no hurry to appoint an agency as The Leith is contracted until the end of the year.
Speaking of the launch into England Sandra Mitchell, head of marketing for Tennent’s, said: “For years we’ve been unable to tap into the potential to develop the brand outside the Scottish market because our former parent company was intent on confining us to Scotland. Under the ownership of Interbrew UK, we are now able to capitalise on the demand we know exists in this market from both the trade and consumers.”
Pintlings will be rolled out into the Border and Tyne Tees regions as part of a campaign which will see Tennent’s Lager’s potential market rise by 76 per cent through accessing an additional 2.9 million adult consumers.