Tennent’s Lager, Scotland’s favourite and best-selling beer brand, has released a seven-figure integrated campaign, underpinned by new positioning and brought to life through a TV spot, OOH, partnerships and social content – its biggest marketing drive in over eight years.

Filled with the country’s trademark humour, the work – led by integrated creative agency, John Doe – is designed to celebrate the quality of Tennent’s Lager through the playful use of the word ‘Oooft’; an expression used uniquely and generously north of the border to communicate notable or surprising things.

“‘Oooft’ is a word that’s used for pretty much everything in Scotland. So, we thought we’d have some fun with it,” said C&C’s Brand and Marketing Director (Beer), Paul Menzies. “Amongst the wide variety of ‘Ooofts’ that exist here – from cracking goals to questionable fashion choices – we wanted to show that Tennent’s offers the very best OOOFT possible and one that’s uniquely ours.”

The TV spot – which features the iconic song ‘Shout’ by Lulu – opens on a pal joining friends at the pub, showing up proudly with a freshly cut mullet. The reaction is mixed: a bemused and an impressed “Oooft” by friends waiting for him.

The ad then moves quickly through other ‘Oooft’ scenarios, with cameos from Scottish sporting figures including football legend, James McFadden and Rachel Malcolm, the women’s rugby national team captain. The 30 second film then returns to the pub, to the proud mullet and pals, who all agree on one thing – the delicious OOOFT that only Tennent’s Lager brings as the ‘Fresh Taste that’s Raised in Scotland’.  Raised in Scotland is the brand’s new platform and will guide all work  in the years to come.

The TVC is supported with varied and creative outdoor work, also led by John Doe, popping up across the country.  This includes eye-catching typography-led OOOOOOOFTs, alongside visually impactful photography that heroes the liquid and the can. In each, bubbles and condensation form within the image to create the letters OOOF, with the word finished by the famous red T of Tennent’s.

Paul continued: “This is the biggest investment we’ve made in the brand in quite some time, and we’re excited to see it go live. With an evolved visual identity, new guiding positioning and a compellingly creative collaboration with John Doe, it was time to remind people why Tennent’s stands apart and hopefully raise a smile while doing so.”

John Doe was appointed last year as lead creative agency for Tennent’s Lager and has developed the Raised in Scotland platform, as well as the OOOFT campaign. This is the agency’s first TV spot as part of an investment in its new studio, supporting its ambition to be internationally revered as the very best creative agency to deliver culturally valuable, integrated work.

Pam Scobbie, CCO and co-founder of the John Doe Group, said: “Working on this has been a joy. We’ve been able to really push the work forward creatively whilst making sure we captured both a truth about the brand and their drinkers at the heart of the campaign and the positioning.

“If you’re not from Scotland, it’s difficult to appreciate the significance of Tennent’s as a brand, culturally and creatively. They’re a dream client and we’re looking forward to what lies ahead as we take ‘Raised in Scotland’ from strength-to-strength.

“For us as an agency, this is also an important milestone. John Doe comes from a comms background but it hasn’t been that agency for quite some time. TV has been on our wish list for a while and so we’ve strengthened our creative team and invested in our studio to give us that capability. This is the beginning of a new chapter for John Doe and delivering ATL work that genuinely gets people talking will be a core part of who we are from now on.”

The Tennent’s Lager, Raised in Scotland, marketing campaign is live from Monday 24th July across Scottish TV screens, cinema, social content and outdoor advertising sites. Oooft will continue in the months ahead, including activations in bars, stores and across Tennent’s rugby and football sponsorships.

Source: John Doe

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