Tennent’s latest marketing drive has it playing on its Scottish tinted humour by asking what it asserts is one of life’s most pressing questions 'Will it fry?' in a new web miniseries.
Inspired by the viral YouTube show ‘Will it Blend’, Tennent’s has created its own version of the show titled ‘Will it Fry’ and has applied a distinctive gallus twist to the new branded content series.
It stars Glaswegian comedian Gary Little, referred to as The Fryer, and his work experience assistant Christopher. Together the two experiments with which popular gadgets can survive the fryer.
The first episode features a brand new Samsung Galaxy S8, which is coated in batter and fried for 60-seconds, before being phoned to see if it passed the test.
Commenting on the new endeavour, Little said: “People told us: you can’t fry a phone. We said: we’re Scottish, we’ll fry anything. And we invented the phone. I am the latest in a long line of Scottish innovators. This is just the beginning. There are no limits.”
Alan McGarrie, head of UK brand marketing at Tennent’s, added: “Tennent’s is here to serve the nation, and that means asking the tough questions nobody else will. We’re big fans of the ‘Will it Blend’ series and when we started to think what the Scottish version of that would look like, ‘Will it Fry’ was born. Now we can’t look at anything around the brewery without wondering it will fry or not.
“Keep an eye on our social media over the summer because we’ve got loads more stuff to batter up and fling in the fryer. On a more serious note, absolutely do not try this in the house. Leave it to the professionals, or at least your favourite lager brand, please.”
Tennent’s is aiming to strengthen engagement with audiences across social by encouraging them to suggest the next item to undergo the frying treatment using the #willitfry hashtag.
The new series marks the next stage in Tennent’s recently created ‘Here to Serve’ campaign, which launched earlier this month and features activations which encapsulate the quintessential Scottish sense of humour.