Tennent's wanted to premiumise its flagship lager packaging can while staying true to the brand. One initial step was to bring Hugh Tennent's credentials as the UK's pilsener pioneer to life on pack - a first for the brand story - through copy and illustration. Research showed that red and yellow are the colours consumers associate most commonly with Tennent's. They also give the brand unique shelf standout in the category. We used this to our advantage by showcasing the lager on the inside of the can on its outside (visualising the iconic pint of T in the process) and, after jumping through all the technical hoops required to perfect that, it was a case of letting the T do the talking.