Tennent’s celebrates heritage in TV campaign

C&C Group is to launch the first major push for Tennent’s lager since it bought the brand last year.


The multimedia campaign highlights the lager’s origins as the brand celebrates its 125th anniversary.

A television advertisement, “Madman’s Dream” tells the story of the drink’s founder Hugh Tennent and his “gritty determination to produce lager in Scotland.

C&C Group, which also owns the Magners and Gaymer brands, bought Tennent’s as part of the £180m acquisition of Anheuser-Busch InBev’s Irish, Northern Irish and Scottish businesses last year.

Tennent’s is Scotland’s leading lager brand with over 40% share of the Scottish Lager market.

The brand is closely associated with Scottish football after 36 years of sponsorship agreements with the Scottish FA, most recently as primary partner of the Scottish national side.

It has recently switched it focus to club football and will now sponsor Rangers and Celtic.

The campaign, created by Edinburgh-based agency Newhaven, breaks 20 June. It will run on TV and cinema in Scotland and Northern Ireland.

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