Tennent’s has unveiled a bold new multichannel through the line campaign to support Scotland’s on-trade while buying a pint for the nation.
Launching today, ‘Dedicated to You’ will see hundreds of thousands of complimentary pints of Tennent’s Lager and Tennent’s Light gifted for people to enjoy in around 2,000 outlets as the beer brand announced it is dedicating a pint to the nation
The new campaign from Scotland’s favourite beer was launched with an emotive and heart-warming 90-second brand film showcasing bars as they prepare to reopen, fans and some beautiful shots of Scotland’s cities – soundtracked by former T-Break artist Declan Welsh and the Decadent West’s heart-warming anthem, Times – a song all about relishing life and being with friends.
As well as featuring across Tennent’s social channels, the video will run on television, with a significant media buy spanning STV, Channel 4 and Sky AdSmart which will air from the 15 July.
Tennent’s Lager has been part of Scottish culture and society for 135 years, sharing many life moments with its drinkers, and ‘Dedicated to You’ acknowledges the challenging times faced by the country, its people, and the hospitality sector over the past four months. The campaign celebrates the industry reopening and people once again being able to enjoy those special moments with friends and family with a crisp, refreshing pint of Tennent’s Lager or Tennent’s Light.
Drinkers can claim their complimentary pint at Tennentsdedicatedtoyou.com. They can also share the campaign with someone close to them to allow them to sign up and claim a fresh quality pint of Tennent’s in one of the thousands of participating bars.
All the creative assets, positioning and film was written, developed and produced by WIRE while Multiply built the full customer and consumer journey of how Tennent’s could “give Scotland a hug” while helping the on trade by gifting a pint of Tennent’s Lager or Tennent’s Light to the nation.
Linzi Gibson, junior brand manager at Tennent’s, said: “Tennent’s has always been dedicated to Scotland so we’ve launched this new campaign to reflect the difficult period which the country has gone through and to show that we are right by its side.
“For the last 135 years, we’ve been dedicated to Scotland and proud to serve the freshest, quality pints to pubs and drinkers across the country. From moments with friends and family to birthdays, holidays, anniversaries and graduations – the list of things we’ve all missed during this difficult period is endless.
“But we can now finally look forward to celebrating these important milestones once again while creating new ones and what better way to welcome everyone back than by dedicating a pint of Tennent’s Lager or Tennent’s Light to Scotland.
“Dedicated to You builds on the range of measures Tennent’s introduced during lockdown and the campaign will help drive footfall back into licenced premises, kick-starting the country’s hospitality industry while dedicating a pint to drinkers across Scotland. The brand film is absolutely stunning and I can’t wait to see it on TV.”
Pam Scobbie, director and executive creative at WIRE Media, said: “Tennent’s is more than just a brand in this country. Their connection with the people of Scotland is built on dedication – to their craft, to the industry and to creating legendary moments for their drinkers. Now, maybe more than ever, that matters – and that’s what we set out to capture.
“Whilst the production was socially distanced, there was a sense of togetherness right from the beginning, which I think comes through. Both the individuals and the bars featured brought lots of energy and positivity to the shoot. Things might not be back to normal yet but there’s hope in the fact that things are beginning to get better – and that our pubs can play a part in bringing our communities out of isolation and safely back together again.”
Emily Gray, head of strategy, from Multiply, added: “Tennent’s is part of the fabric of Scotland. For that very reason getting a cold pint of Tennent’s Lager into the hand of the nation was at the very core of the plan – in a responsible yet uncomplicated way. It’s been a troubling time for the trade also so providing them with the tools to feel confident and supported in their reopening has been crucial.”
Consumers can claim a free pint of Tennent’s or Tennent’s Light by visiting Tennentsdedicatedtoyou.com, filling out a short form and selecting a participating venue.