Historic collaboration between Tennent’s Lager and DS Smith

DS Smith’s UK packaging division has partnered with the Scottish lager brand, Tennent’s, to help launch a limited edition ‘heritage pack’ inspired by artefacts from the brand’s 130 year history.

Challenge

The concept behind Tennent’s Lager Heritage Series pack was to celebrate and draw upon the brands ‘experience and expertise’, with the label and pack design taking inspiration from the original bottles, including the very first Tennent’s can.

Approach

To achieve the complex pack design, it was vital that the print quality was high to replicate the historic Tennent’s logo. Using the latest print technology, the packaging strategists were able to print the final design using corrugated post print, allowing for colour consistency with the brands logo throughout the range of label designs. 

Alan McGarrie, Head of UK Brand Marketing at Tennent’s Lager said, ‘Our limited edition bottle pack provides a great platform for us to celebrate the history and character of Tennent’s Lager. The work DS Smith put into producing the pack for us is fantastic, and ultimately consumers love the pack when they see it on the shelves.’

Results

• Highest quality print ensures that the product stands out at the moment of truth in store
• Colour consistency with the brands logo
• Customer appreciated the print quality
• The Heritage Series pack was recently awarded Gold at the European Flexographic Industry Awards 2017