The best marketing campaigns of 2021

As an award-winning Scottish PR and digital comms agency, we like to keep an eye out for impactful campaigns that get us talking. Reviewing the marketing efforts of our peers inspires our own creative process, and informs our understanding of Scotland’s marketing landscape.

To motivate you for the year ahead, here’s a round-up of the best Scottish marketing campaigns of 2021.

Tennent’s – A 2021 Love Story

With pubs across Scotland closed, surveys found that Scottish singles were finding dating harder than ever. Ever the romantic, Tennent’s set out to write the ultimate modern love story – a pint over Zoom. Sticking true to its Glaswegian roots with the tagline “nae winchin’, just winkin’”, the campaign draws on our shared experiences of life in lockdown and the collective longing to be back cheers-ing in real life.

Tennent’s light-hearted campaign highlights the power of booze to connect, whether that’s at your local pub, or over FaceTime.

Police Scotland – That Guy

In a year that saw several high-profile cases of violence toward women, Police Scotland launched a powerful campaign calling for men to change their attitudes towards women and to start challenging the behaviour of their peers.

Running on several online platforms, the video campaign sees men calling out aggressive or predatory behaviour.the video campaign sees men calling out aggressive or predatory behaviour, casual sexism, and ‘locker-room talk’ microaggressions.

For an issue that has previously been criticised for placing too much responsibility on women themselves to avoid violence and assault, Police Scotland gets the tone right, instead holding men fully accountable for their actions.

Brewdog Beer for All  

Brewdog does its best to steer away from criticism of the company’s work culture in this simple yet effective TV advert. The drink brand’s playful script and varied scenarios goes a long way in showing that their products really are for everyone, regardless of gender, beliefs, and profession.

In an increasingly polarised society, it’s nice to think that beer can bring us all together.

Bross Bagels – Bross Bagels x Jackpot Peanut Butter

Who doesn’t love a good campaign with a charitable aim? This is precisely what Bross Bagels served up when they partnered with Jackpot Peanut Butter during the pandemic. Both brands collaborated on a limited-edition menu of peanut butter bagels, each inspired by music and named after a popular song or artist with profits going to the Music Venue Trust.

The partnership raised vital funds and support for grassroots music venues at a time of need. These venues have played a crucial role in the development of British music over the last 40 years, nurturing local talent, providing a platform for artists to kickstart their careers.

Johnnie Walker – Keep Walking

This upbeat campaign employs fun videography and an iconic musical mashup to create a truly memorable campaign. The team at Johnnie Walker highlights the drink’s global appeal through a variety of cultural references, all tied into the renowned symbol of Johnnie Walker in movement, itself indicative of the brand’s constant progress and innovation.

Storytelling is at the heart of a successful marketing campaign, and this is clear in each of the campaigns mentioned here. Each brand tells a unique story that connects with and engages its target audience, ultimately resulting in greater public awareness, increased consumer interest, and improved customer retention.  

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