Tennent’s Lager has “accelerated” its sustainability plans with a £14.2m investment that will retire plastic packaging, invest in green energy, and include environmentalism advocacy and waste management practices in the next few years. A bold marketing campaign is underlined with the reimagining of its red T logo as a 'green T'.
The Glasgow lager, brewed at Wellpark, is documenting its sustainable drive with the ‘Because Life is Bigger than Beer’ advertising campaign (video below).
Alan McGarrie, group brand director of Tennent’s Lager said the “big, bold, campaign” ups the ante for the brewer. “This time the message isn’t simply centred on our beer. Instead, it’s focused on the promise that sits behind our beer; that we make Scotland’s favourite pint sustainably.” It produces around 1m hectoliters of alcohol annually.
Marking the occasion, Tennent’s has become the first brewer to join John Lewis, Tesco, Unilever and Coca-Cola in becoming a member of The UK Plastics Pact, which will ban single-use plastic in its packaging by 2021. This will eliminate 150 tonnes of plastic from the environment per annum. Cardboard packaging will be adopted instead.
Beyond packaging, it has invested in an anaerobic digestion plant that will treat wastewater and generate biogas as a brewery by-product. This process, it claims will meet 5% of Wellpark’s energy needs. By 2025, the goal is to have the full site running on renewables. The brand also claimed “a pint of Tennent’s also travels up to seven times less in mileage than many of its UK competitors".
Waste management also comes into play, as the brand will continue to ensure its brewing byproducts are recycled as animal feed or organic compost, a policy that has been in place since 2014.
To further resonate with consumers, Tennent's is inviting its drinkers to attend a series of pub workshops throughout the country positioned to plan environmental “advocacy and action”, via a partnership with 2050 Climate Group.
This ties into a broader trend in FMCG and particular alcohol. Brands are increasingly investing in sustainability to entice a generation of people more attuned to plastic waste and environmentalism. It comes as climate protestors coordinate strikes around to pressure governments into action.
McGarrie added: “There’s nothing more important to us as a business right now. With our reach and scale, we recognise the part we can and must play in leadership around climate change. We’ve been established since 1885 and we plan on being around for hundreds of years to come – but nothing about the future, for any of us, is certain without action.”
The campaign concept was developed by MadeBrave and will run across digital and out-of-home across Central Scotland. Content production agency Campfire created the brand film. PR and earned media was led by Wire.
Martin Doogan, group engineering manager at Tennent’s owner C&C said: “It’s a leap in the right direction – but we’re not complacent and we’re not finished.” He outlined that there is still work
Earlier this week The Drum spoke to Carlsberg UK marketing vice president Liam Newton about the performance of its 'new brew' Pilsner since it markets in dramatic fashion six months ago.
Newton spoke highly of an on-trade sales turnaround and outlined that Carlsberg’s sustainable SnapPack tech is going down well with consumers – and will be rolled out across the rest of its brands in due time. It is indicative of how brands are using environmentally friendly drives to encourage consumer consideration and attract new customers.
Vote for the Tennent's campaign below in The Drum's Creative Works.