The Drum | Oooft! Tennent’s Pours Seven Figures Into Latest Ad Campaign
The major campaign, led by advertising agency John Doe, is the Scottish beer brand’s biggest marketing offensive in eight years.
A new campaign from Tennent’s celebrates those moments that can be summed up in one word: ‘oooft’ – a phrase unique to Scotland that communicates something remarkable or surprising.
The seven-figure integrated campaign is the brand’s largest marketing offensive in over eight years and will include out-of-home, a TV spot featuring Lulu’s Shout, as well as partnerships and social media content.
“‘Oooft’ is a word used for pretty much everything in Scotland, so we thought we’d have some fun with it,” said Paul Menzies, director of branding and marketing at C&C Group, which owns Tennent. “Among the wide variety of ‘oofts’ that exist here, from hard goals to questionable fashion choices, we wanted to show that Tennent’s offers the very best ‘ooofts’ possible and one that is unique to us.”
Coinciding with the TV ads, billboards have popped up across the county, featuring eye-catching typography as well as photographs highlighting the beer and the can. In each, bubbles and condensation form the letters “OOOF” and Tennent’s famous red “T” completes the line.
Menzies added, “This is the biggest investment we’ve made in the brand in a long time, and we’re excited to see it live.” With an evolved visual identity, new leadership positioning, and a compellingly creative collaboration with John Doe, it was time to remind people why Tennent’s stands out, and hopefully bring a smile to their faces in the process.”
It is John Doe’s first television commercial since he was named official agency last year.
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Pam Scobbie, Chief Creative Officer and co-founder of The John Doe Group, said: “It has been a pleasure to work on. We were able to creatively drive the work while ensuring we were capturing both the truth about the brand and its drinkers at the heart of the campaign and positioning.
“Unless you’re from Scotland, it’s difficult to appreciate the cultural and creative significance of Tennent’s as a brand. It’s a dream client and we look forward to what lies ahead as we make Raised in Scotland ever more successful.
“This is also an important milestone for us as an agency. John Doe comes from the communications industry but hasn’t been that agency for quite some time. TV has been on our wish list for a while, so we have strengthened our creative team and invested in our studio to give us this opportunity. This is the beginning of a new chapter for John Doe and delivering ATL work that really gets people talking will be central to who we are from now on.”
