Tennent's Lager: At the heart of T in the Park

This case study describes how Tennent's, Scotland's best-known lager brand launched a campaign to reinvigorate its association with T in the Park (TITP) music festival, to build brand preference amongst the 18-24 age group.

Tennent's Lager: At the heart of T in the Park

Principal author: Sera Miller, MaterialContributing authors: Richard Calvert Msc, Calvert Consulting; Dr Grace Kite, Gracious Economics; Gillian McCormack, Material UK

Introduction

The landscape of the music industry changed irrevocably in 1994: the effects of Nirvana's MTV Unplugged, The Prodigy's Music for the Jilted Generation and Oasis' Definitely Maybe still reverberate today.

Tennent's Lager – together with promoter partner DF Concerts – created the inaugural T in the Park, Europe's first brand co-created music festival, launching a commercial and creative model for brands and rights holders that would...

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