Download Case Study Tennents

Case Study Tennents
Alcohol
The Objective
Tennent’s wanted to raise awareness of its new product, “a light lager with
a refreshing lemon taste”, increase propensity to purchase, and inform the
consumer that there is a time and place for low alcohol beverages.
Goals
• Increase brand awareness
• Increase the purchase intent and drive
people to stores
The Strategy
Tennent’s new offering Lemon T took over one of the busiest station of
Glasgow Subway - Buchanan Street- for a period of two weeks with two
specially commissioned lemon scented advertising panels.
The Execution
The strategically placed panels aimed to provide commuters with a
refreshing change to their journey.
Discount vouchers were near to the poster locations, giving consumers the
chance to try Lemon T for themselves.
The Outcome
“Lemon T is all about bringing a refreshing change to consumers, so we
thought we should extend this to commuters as well. These panels have
proved a big hit and we’ve had many positive comments from commuters
about the refreshing new scent in each city. We think it’s a bit more fun than
your average advertising campaign and will raise a smile for those passing
through the Subway or bus stop on their way to and from work.”
Paul Condron
Marketing Director at Tennent Caledonian