08 Aug 2008


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Classic car up for grabs in Teacher's campaign

Teacher's

marketing campaigns

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by Mike Dennis
Beam Global UK is offering consumers the chance to win a classic car in the second phase of its “Create Your Space” campaign for Teacher's blended Scotch whisky in a marketing plan designed to appeal to 30-plus men.

Car up for grabs

National press advertising will run throughout September in support of an on-pack promotion on 100,000 bottles of Teacher’s offering consumers the chance to win either the car or one of 250 tool kits worth £150 each.

Consumer PR will raise the profile of the brand as part of Beam UK’s £1.5m investment in the brand 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.

“By offering them a chance to win a classic car, and an expert mate to help them look after it, we are enabling men to find inspiration in an accessible and immediate way whether out on the open road or simply tinkering in their garage.”

The first phase of this year’s activity launched in April offered consumers the chance to win an Airstream and has attracted an 8% consumer redemption.

All campaign activity directs consumers to the new website www.teacherswhisky.com/space.

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