As Scotland’s oldest, most popular and ubiquitous brand Tennent’s needed a new online presence that would revitalise brand awareness amongst 18-24 year olds.
“The solution was not just a website but a digital strategy that targeted consumers’ online behaviour as a whole.”
Whitespace were tasked with creating an online hub that would engage the Tennent's audience and act as a generic central brand area from which to provide brand news and launch ongoing Tennent’s campaigns, such as Be Chilled and T Break.
Navigation into the main areas of the site is done through the ‘lager line-up’, a series of cans and pints which reveal selections of relevant content beneath. The ‘lager line-up’ allows all assets of the site, including links to campaigns such as T-Break and Be Chilled, to be housed in one dedicated area. It also allows users to view external content on sites such as YouTube, and it is tied to the launch of the official Tennent's Facebook page, again run by Whitespace, which amassed almost 200 fans in its first few days of launch.
The site focuses on Tennent’s continued dedication to music and football in Scotland with plenty of info and updates for users. It includes a quiz so football fans can test their knowledge, an interactive keepy uppy game just for fun and a chance to win T in the Park tickets in the run up to this year’s festival. Whitespace also created a short video showing The Making of a Legend that describes how Tennent's Lager is made.
This is a Phase 1 launch for Tennents.com with further developments coming soon.