Poster and Promotional Drive Boost Tennent’s Ice Cold

That will be backed up with promotional support reinforcing the ad message offering more than 30,000 prizes valued at a six figure sum to drinkers buying the brand in the final three months of 2008.

Tom McCusker, Managing Director, InBev Ireland, said: “We are ensuring that Tennent’s Ice Cold will be very much the brand consumers will be seeking out in the period leading up to Christmas.

“The ad campaign highlights the product characteristics in a highly visual way to raise consumer awareness and prompt trial. Promotional support in the on and off-trade supports the chilled theme of the advertising – providing consumers with a strong incentive to buy Tennent’s Ice Cold. The promotion will boost impulse sales and generate re-purchase during the year’s key sales period.”

The company’s pre-Christmas push kicks off with a six and 48-sheet campaign communicating the message: “Tennent’s Ice Cold: Refreshment with a Capital T” which is running for a month from September 22.

The ad creative features a contemporary illustration of hot and cold shower taps with a third tap added - labelled “T” for Tennent’s which has ice formed around it to highlight the brand’s chilled offering.

At the same time, InBev Ireland is rolling out promotional support reflecting the theme of the advertising to around 800 on and off-trade outlets across Northern Ireland and Donegal.

On-trade retailers will benefit from a scratch card mechanic rewarding lucky Tennent’s Ice Cold drinkers with branded t-shirts, beanie hats and insulated jackets featuring the “shower tap” ad creative. Branded t-shirts will also be available to bar staff in outlets running the promotion.
InBev Ireland is helping retailers stimulate participation among their regulars through supplying themed point-of-connection material.

Participating outlets in the off-trade will feature a free prize draw mechanic with prizes including a branded glass-fronted mini-chiller and branded beanie hats and t-shirts. Point-of-connection material will also be made available to help bring the promotion to life in retail outlets.
McCusker added: “The heavyweight investment in this pre-Christmas drive shows that we are totally committed to supporting our Northern Ireland customers in the on and off-trade to help them drive the sales momentum of Tennent’s Ice Cold.

“Given the focus we are putting behind the brand, retailers need to ensure they have adequate stocks to cope with upweighted consumer demand during what is always a busy period for them.”