Tennent Caledonian Breweries

Gavin Macdonald

The decline in appeal of the standard lager sector, especially among the under 30s, presented Tennant's, as the leading brand in the sector, with particular problems.
Agency: The Leith AgencyAuthors: Gavin Macdonald

T Story: How Advertising Refreshed Tennent's Lager

BACKGROUND

Compared with new brand launches, it is less straightforward to demonstrate the effects of advertising for brands that occupy a dominant market position, yet such cases probably account for most of the advertising that we see. This 'defensive role' for advertising is hugely important in sustaining relevance for established brands but is harder to isolate, since established brands, by their nature, are more resistant to short-term fluctuations in awareness, image and share.

In the Scottish beer market, Tennent Caledonian Breweries' Tennent's Lager is...

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