Tennent Caledonian Breweries

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,...