A second run of the out-of-home creative will be released for the Rugby World Cup in September and October. Plans are already underway for the TV campaign to return next summer.

Outside of Scotland

Menzies intends to take the “Oooft” campaign global, to markets where Tennent’s sells well, including in Italy, the U.S., Canada and Australia. He expects the simplicity of “Oooft” will travel well across digital channels.

“There’s also an element of humor that hasn’t been as central to the brand in the last 10 years,” he said.