Tennent's Lager builds 'Binder' breakup app

Tennent's Lager has built Binder, an app that allows consumers to ditch their partners without having to tell them in person.

Binder: Tennent's Lager comedy app piggybacks off Tinder
Binder: Tennent's Lager comedy app piggybacks off Tinder

The app is apparently targeted at hereosexual men, with Binder being a play on 'Binned her', as well as the dating app Tinder.

That might suggest Tennent's female consumers are too tasteful to dump their other halves by app - but a version for women will be available on Apple's App Store shortly, called 'Bindim'.

This isn't the first time Tennent's has piggybacked off a tech sensation, fabricating the Scottish-themed 'Aye Watch' as part of its Wellpark online comedy series.

While the Aye Watch was just a stunt, Binder is actually available to download on the App Store this week - though the lager brand is hoping dumpees will see the funny side.

Brand: Tennent's Lager

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Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).

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