• by Fern Siegel , July 28, 2023

Tennent's Lager has redesigned its can and kicked off a new marketing campaign.

The new look is the first visual makeover since 2018. The red-and-yellow design connects the beer to Scotland. 

Thirst, which specializes in beverage work, created a modern brand identity that also reflected Tennent's heritage: its legendary red T. Wellpark Brewery’s is one of Scotland’s oldest businesses and the founder of Scotland’s original pilsner, brewed on the same site since 1885.

The lager is brewed in Glasgow, but distributed worldwide.

The redesign dovetails with the launch of Tennent’s biggest marketing drive in eight years. It featuring a TV spot, out-of-home advertising, partnerships and social-media campaign created by agency John Doe, which was appointed AOR last year.

The new spot celebrates moments that are expressed by the work "oooft," a word used in Scotland to note good or surprising things.

This is the first piece of work under the brand’s new platform: "Raised in Scotland." The campaign begins in the U.K., but will be extended into international markets.

Matt Burns, creative director, says: "We re-visited the beloved iconography, adding depth and richness, and introduced new markers to tell the story of the quality and skill that bring the lager to life and re-energize the brand." He said the focus was to "amplify the position that Tennent’s represents in Scottish culture and beyond."

To highlight the locally sourced ingredients, the can details: “Fresh Highland water, barley from local Scottish farmers and the perfect balance for herkules hops.” Hugh Tennent’s iconic signature remains.

Thirst has offices in New York and Glasgow. Recent work includes ‘We Also Make Whisky’ campaign for Bruichladdich, as well as Brooklyn Brewery Pilsner, Nobel Rebel and Bellhaven Brewery.