Tennent’s Celebrates Scotland’s OOOFT Moments
Tennent’s has launched a new campaign which celebrates the many things that make Scotland and its inhabitants unique.
The iconic Scottish beer company is investing seven-figures into the campaign, which will feature a TV spot, out-of-home media across the country, collaborations, and social content. Working alongside integrated creative agency, John Doe, the messaging will be underpinned by the popular Scottish term; ‘Oooft’.
This is an expression used to communicate notable or surprising things. It also quite aptly describes the sensation of enjoying Scotland’s favourite and best-selling beer.
“‘Oooft’ is a word that’s used for pretty much everything in Scotland. So, we thought we’d have some fun with it,” said C&C’s Brand and Marketing Director (Beer), Paul Menzies.
“Amongst the wide variety of ‘Ooofts’ that exist here – from cracking goals, to questionable fashion choices – we wanted to show that Tennent’s offers the very best OOOFT possible and one that’s uniquely ours.
“Tennent’s Lager is made with soft Highland water, the best Scottish barley and the rigour at our brewery to produce consistently brilliant beer is second-to-none.
Tennent’s has launched a new campaign which celebrates the many things that make Scotland and its inhabitants unique.
The iconic Scottish beer company is investing seven-figures into the campaign, which will feature a TV spot, out-of-home media across the country, collaborations, and social content. Working alongside integrated creative agency, John Doe, the messaging will be underpinned by the popular Scottish term; ‘Oooft’.
This is an expression used to communicate notable or surprising things. It also quite aptly describes the sensation of enjoying Scotland’s favourite and best-selling beer.
“Our new positioning allows us to tell that story with confidence, and the OOOFT campaign heroes that first satisfying sip of a cold, crisp and fresh Tennent’s.”
Tennent’s Beer – For the ‘Ooft’ moments
The TV spot – which features the iconic song ‘Shout’ by Lulu – opens on someone joining friends at the pub, showing up proudly with a freshly cut mullet. The reaction is mixed: a bemused and an impressed “Oooft” by friends waiting for him.
We then move quickly through other Oooft scenarios: someone walking into a pole by mistake, a killer Sunday league goal that gets the Oooft approval of Scotland football legend, James McFadden, waking to a hot, sunny day and a crunching rugby tackle delivered by the captain of Scotland’s women’s national team, Rachel Malcolm.
The 30-second film then returns to the pub, to the proud mullet and pals, who all agree on one thing – the delicious OOOFT that only Tennent’s Lager brings as the ‘Fresh Taste that’s Raised in Scotland’. Raised in Scotland is the brand’s new platform and will guide the brand in the years to come.
“Raised in Scotland sums up Tennent’s in so many ways,” continued Paul. “There’s the obvious reading – we’re made in Scotland, proudly, since 1885. We’re one of the country’s oldest businesses, But there’s more to it than that. As the nation’s favourite, we’re literally raised up during so many life moments, by so many people, whether that’s at a wedding or gigs.
“For us, that emphasis on ‘Raised’ is just as important as our commitment to our homeland. Beyond celebration, it also means that we’re dedicated to raising things up, elevating things and making them truly great.”
‘it was time to remind people why Tennent’s stands apart’
Outside of their TV drive, Tennent’s will have varied outdoor creative running too. As well as having fun with supersized and eye-catching OOOOOOOOOFTs, John Doe has also created visually impactful, macro photography work that heroes the liquid and the can. In each, bubbles and condensation form within the image to create the letters ‘OOOF’, with the word finished by the legendary and eye-catching red ‘T’ of Tennent’s.
Paul added: “This is the biggest investment we’ve made in the brand in quite some time and we’re excited to see it go live. With an evolved visual identity, new guiding positioning and a compellingly creative collaboration with John Doe, it was time to remind people why Tennent’s stands apart and hopefully raise a smile while doing so.”
John Doe was appointed last year as lead creative agency for Tennent’s Lager and has developed the Raised in Scotland platform, as well as the OOOFT campaign. This is the agency’s first TV spot as part of an investment in its new studio, supporting their ambition to be internationally revered as the very best creative agency to deliver culturally-valuable, integrated work.
Pam Scobbie, CCO and co-founder of the John Doe Group, said: “Working on this has been a joy. We’ve been able to really push the work forward creatively whilst making sure we captured both a truth about the brand and their drinkers at the heart of the campaign and the positioning.
“If you’re not from Scotland, it’s difficult to appreciate the significance of Tennent’s as a brand, culturally and creatively. They’re a dream client and we’re looking forward to what lies ahead as we take ‘Raised in Scotland’ from strength-to-strength.
“For us as an agency, this is also an important milestone. Our mission has always been to build brands that matter and to make sure we have the freedom and ability to do that across the marketing mix, in whatever way makes most sense to the briefs we face. From events, to comms, we’ve been strengthening John Doe as a group within itself, able to deliver imaginative and impactful work, nimbly, efficiently and with power.
“TV was on our wish list for some time and so we’ve strengthened our creative team and invested in our studio to give us that capability. We’re not interested in staying in our box. This is the beginning of a new chapter for the agency and ATL that genuinely gets people talking will be a core part of who we are from now on.”
The Tennent’s Lager, Raised in Scotland, marketing campaign is live from Monday 24th July across Scottish TV screens, cinema, social content and outdoor advertising sites. Oooft will continue in the months ahead, including activations in bars, stores and across Tennent’s rugby and football sponsorships.