Tennents - Glasgow Subway

Tennents Glasgow Subway Special Build

The Objective

Tennent's wanted to raise awareness of its new product, €œa 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.

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

Goals

  • Increase brand awareness
  • Increase purchase intent and drive people to stores
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