Teacher's targets men with classic ad campaign

Beam Global UK has launched the second phase of its "Create Your Space" ad campaign in a bid to build an emotional connection between Teacher's Whisky and men over 30.

National press activity will run throughout September in support of an on-pack promotion on 100,000 bottles of Teacher's, which offers consumers the chance to win either a classic car or one of 250 tool kits worth £150 each. The activity directs visitors to a microsite designed to imitate an ideal of ‘manspace'.

Consumer PR will also raise the profile of the brand as part of Beam UK's £1.5 million investment in it this year.

Beam Global UK marketing manager Aileen Nicol said: "Through Create Your Space, Beam is making Teacher's the most accessible and relevant Scotch whisky to men aged 30 plus, by appealing to their need for some ‘manspace', a place where they can escape the pressures of the modern world, find inspiration and allow them to become an authority on subjects of their choice.

"Create Your Space allows us to re-build brand equity and drive category value growth while fulfilling Beam's ambition of Building Brands People Want to Talk About."

The first phase of this year's activity launched in April and offered consumers the chance to win an Airstream travel home. Beam says that activity attracted an 8% consumer redemption.

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