Tennent's Lager: Tennent's at the heart of T in the Park

The lager brand Tennent's investment in the 'T in the Park' (TITP) festival in Perthshire, Scotland, is believed to be the world's longest consecutive-running music sponsorship. This case study details how the 2015 TITP sponsorship re-enforced existing drinkers' consumption of the brand and drove increased sampling by non-drinkers. It encompassed a wide range of branding opportunities including a new creative identity, immersive brand experiences, ambassadors, social media, and apps. It demonstrates that the 2015 activity drove above-target increases in sampling and sales, and created a platform for future brand growth through increased awareness and PR of the sponsorship. Tennent's have always been something of quiet giant to many south of the border, but in their native Scotland they are perhaps the country's best known, and best loved, brand. But when brands become ubiquitous, they risk becoming wallpaper and everyone in the relationship can become complacent. Investment in every sense is required. As a brand in a declining sector, with a signature sponsorship in an increasingly noisy space, with an 18-24 year old consumer who has grown up in a world where brands at music festivals are nothing special, that investment has to start with you.