Tennent's rebrands campaign after US firm claims trademark infringement

Scottish beer brand Tennent's Lager has confirmed it is rebranding its summer campaign from Barcade to Tennent's Arcade following a legal complaint by a US firm of the same name.

Tennent's announced a 1980s-themed arcade promotion named Barcade, which launched at the T in the Park festival and will include activity in a number of Scottish pubs.

The US firm Barcade – a retro-themed bar chain serving craft beer, which was set up in 2004 – contacted PRWeek saying it had informed Tennent's that its use of the Barcade name was in violation of a US and EU trademark. 

A Tennent’s spokesman confirmed to PRWeek that discussion between the firms had taken place and that it would be rebranding the campaign.

"We’ve renamed Barcade to Tennent’s Arcade because we found out the name was already in use in America. We reviewed the details of the EU trademark and while legally we were not obliged to change anything, we’ve renamed as a gesture of good faith," he said.

"Name change or not though, the bar is still at the heart of our arcade – we’ll be touring 25 pubs throughout the country over the next few weeks, seeking out champs for our '80s inspired games, including International Chap Door Run and Super Wally. Keep an eye on our social media channels for more information."

The campaign was put together by creative agency Something Something, content marketing firm Bright Signals and marketing and comms agency Wire.

This story was updated on 13 July to clarify that Tennent's was not legally obliged to change the name of its campaign but did so as a gesture of good faith

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