Teacher's Whisky invests 1.5m in 2008 ad campaign

The first phase of Beam's marketing investment of 1.5 million this year in Create Your Space includes an on-pack promotion, national press advertising, a high profile consumer PR campaign, in-store activity and an updated website.

Create Your Space targets 30+ males who need some manspace', a place where they can escape the pressures of their busy lives, find inspiration to pursue their interests, develop their skills and ultimately become an authority on their chosen passions.

Beam Global UK's category marketing manager for Scotch, Aileen Nicol, says: "Create Your Space is striking a chord with consumers, positioning Teacher's as a relevant and accessible blended Scotch whisky and fulfilling our company's ambition of Building Brands People Want to Talk About."

From early April, an on-pack promotion on 150,000 70cl and 1L Teacher's bottles will offer consumers the chance to win a 45,000 four-berth Airstream travel trailer or one of 250 mountain bikes each worth 200.

Media support will run throughout April and May with ads in the UK's national broadsheets and quality compacts and a consumer PR campaign will illustrate how manspace' can span both the physical and the emotional. Consumer research which delves into the male psyche will reveal men's true passions while a key event will demonstrate the lengths men will go to, to find the space to enjoy those passions.

Nicol explains: "Last year Create Your Space focused on the shed to epitomise accessible manspace at home. The campaign is now evolving to show that this space' can be mobile and that inspiration can be found in all kinds of places, both near and far."

All activity leads consumers to the updated Teacher's website, www.teacherswhisky.com/space. Last year the site received more than 16,000 visits from over 13,500 unique website users with an average dwell time of around three minutes. This year an illustrative style has been used to reflect the craftsmanship that goes into the making of every bottle of Teacher's. The site imitates an ideal of manspace with a bar and workshop area in which men can indulge and ponder over lesser known facts about history and timeless icons and test their general knowledge in a quiz. They can also watch classic Teacher's serve suggestion video clips and read information about the brand, its history dating back to 1830 and its inspirational founder, William Teacher Senior, or "Old Thorough" as he was known. Visitors can also enter the on pack promotion online where over 80 per cent of entries were logged last year.

Nicol continues: "As one of the top three blended Scotch whiskies in the UK, Teacher's is well placed to drive engagement with consumers, add value to the category and generate long term growth for our customers. Create Your Space provides a strong platform from which we can achieve this and build on the brand's success to date."

Source: Beam Global