Drinkers across the country responded in their thousands with hilarious comments on the things that just couldn’t happen anywhere else to help Tennent’s capture ‘Scotland to a T’ for a new limited-edition pint glass. Engaging with drinkers was at the heart of the campaign planning, from using consumer-generated copy to put on the pint glass, through the launch strategy to launch the glassware for a St Andrews Day toast together across the country.

Following phase 1 of the campaign to capture the content via Tennent’s digital channels and in-person via a Bauer radio partnership that toured the ‘Scotland to a T’ Booth around the country, the integrated campaign launch featured an 60k glasses distributed in the on-trade, in-bar pos and hero outlet bespoke branding, a high-profile PR campaign achieving 80+ pieces of coverage, and digital media plan targeted at 18+ males achieving 10M impressions.