T magazine was produced by Dazed and Confused – the UK’s top style title – as a ten-inch 25 page record-shaped magazine with content themed around ‘the song’, engaging our opinion-forming audience. It also featured two exclusive tracks of up and coming Scottish artists. The magazine had to feel classic yet edgy to reflect Tennent’s core values. It also needed to be of a high quality to ensure that shopkeepers became brand ambassadors.

Music fans interacted with Tennent’s for 40 minutes on average, while volume sales in ‘leading edge’ outlets rose 94%. T magazine tracks gained airplay on radio, and emails from DJs, musicians and writers to the magazine – which will continue as a bi-annual – spread the word among our core audience.