Tennent’s Lager has refreshed its packaging to make the most of the summer of sport, including the World Cup and Commonwealth Games. The new look is being rolled out this month and will be supported by an on pack promotion running from July to October 2014.
In addition to the ‘master pack’ design which gives the impression of an effervescent chilled pint, four branded packs have been created, each relating to the summer of sport: ‘Extra Time’, ‘Armchair Athlete’, ‘Armchair Supporter’ And ‘Nae Tickets’. With each purchase, consumers are able to enter a competition to win one of 50,000 limited edition T-Shirts. In store posters will be distributed to retailers to further activate the promotion.
Scottish consumers will be able to purchase a number of Scotland only tactical packs with humorous Scottish phrases featured on the shrink wrapping. Several ‘Personality Packs’ have also been created with Tennent’s humour featuring prominently.
Paul Condron, Marketing Director at Tennent Caledonian commented: “Tennent’s is a brand full of real personality and humour with a long history of iconic packaging designs. We’re confident the new look really reflects that personality and the eye catching new design will create a fantastic impression on the shelf. As a brand whose heart is very much in Scotland, we of course had to create a version of the packaging that will speak directly to our Scottish consumers too.”
