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  1. 2020

Material_UK

Tennent's Lager At the Heart of T in the Park

Category:B2C Strategy Or Campaign Of The Year

Client:Tennent's Lager

As Tennent’s Lager’s iconic sponsorship of T in the Park (TITP) entered its 22nd year in 2015, consumer tracking within the target market (18-24s) revealed awareness levels and brand cut-through was in decline, as the marketplace became increasingly crowded.

Tennent’s responded with a brand new integrated campaign which breathed new life into the sponsorship. Tennent’s Lager at the Heart of TITP smashed all targets, propelling awareness of Tennent’s’ sponsorship to an all-time high, generating significant spikes in consumer engagement and brand health levels, and reclaiming the brand’s stature as founding partner of TITP.