Tennent’s Lager co-founded music festival T in the Park (TITP) in 1994, however after 22 years the brand faced a challenge in ensuring its support still resonated with its target market. In 2015 TITP moved to a new location, and Tennent’s seized the opportunity to breathe new life into its sponsorship with an integrated campaign – Tennent’s Lager at the Heart of TITP.
Activation included: experiential bar (at-event), on-trade activation, app, digital, social & PR campaign.
Key results: Campaign surpassed all targets, awareness of Tennent’s’ sponsorship reached all-time high, significant increases in consumer engagement and brand health, 4/5 of 18-24s now view Tennent’s as supporters of live music – the greatest driver of consumption for the brand.
