Tennent’s unveils ‘pride of Scotland’ push
Tennent’s is preparing its first major marketing campaign since the liquidation of Rangers, one of the Scottish football teams it sponsors.
The lager brand will tour Scotland as part of the campaign to discover what makes its countrymen proud to be Scottish. It will visit six cities and ask drinkers to express their views on video.
Tennent’s will launch a range of pint glasses featuring the six most eye-catching comments it receives in time for St Andrew’s Day on 30 November. This follows a campaign last year to produce pint glasses for six cities across the country.
Elaine Forbes, Tennent’s sponsorship and PR manager, says: “The ‘Cities to a T’ campaign got a fantastic response from the Scottish public, with thousands of entries resulting in some wonderfully quirky, unexpected and hilarious content for our six city glasses.
“We’re now asking the people of Scotland to inspire us once more to create a unique glass that celebrates the things that make us smile, make us proud and could only be from Scotland. So we are really looking forward to tapping into our nation’s boundless creativity, eccentricity and humour once again.’
This is the first campaign launched by Tennent’s since the liquidation of Rangers Football Club PLC, which was replaced by Rangers Football Club Ltd in July.
The football team was forced to drop down three divisions, meaning the “Old Firm” derby between Rangers and Celtic – which was a big draw for Tennent’s, which sponsors both teams – would not be guaranteed to take place for at least three years.
Tennent’s has continued its sponsorship of the newly formed Rangers Football Club, but it is thought the value of the sponsorship has significantly reduced.
A spokesman for Tennent’s would not comment on the cost of the campaign or the terms of the renegotiated deal with Rangers.
