Tennent's founder the focus of new campaign
The latest campaign for Tennent’s Lager will be released on TV, online and Cinema on Sunday, focusing on the story of its creator and how he brought the lager to Scotland.
The creative concept, developed by Tennent’s retained advertising agency Newhaven, focuses on the father of Tennent’s, Hugh Tennent and will begin with a 60 second TV and cinema commercial, followed by another two adverts extending the story later in the year.
‘A Madman’s Dream’ is the first in the campaign, focusing on Tennent’s vision to produce a lager brand in Scotland, and his travels with his faithful butler Barnes and his travelling monkeys, to sample the product.
This is the first marketing to come out of the brand since it was acquired by C&C Group last year in a deal worth around £180 million, from Anheuser-Busch InBev last August and was directed by Daniel Kleinman.
A teaser campaign has been running in the build up to advert, which saw a red ‘H’ in the same font as the Tennent’s logo run across beer glasses, street art, blipverts on TV and posters.
Jane Cannon, marketing manager for Tennent’s, commented: “It’s been a wonderful process seeing this story take centre stage in our new advertising campaign. With Hugh Tennent we have an ambitious young Scottish entrepreneur, an international adventure and a quest to turn dreams into reality with the cynics looking on saying he couldn’t do it – all the elements of a timeless epic that is as relevant now as it was 125 years ago.”
The next advert, which will run in the coming months, sees Hugh Tennent tackle the marketing of his new lager, while the third, to tie in with the brand’s sponsorship of the Old Firm, Celtic and Rangers – sees him devise a similar campaign with the teams back when the brand was ready to launch.
Tennent's new website was recently launched ahead of the campaign, developed and designed by Whitespace.