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.
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 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.
"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 its 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."
Marketing Director at Tennent Caledonian