Teacher's offers real 'manspace'

04 April, 2008

Beam Global UK is spending £1.5 million on a national ad campaign and on-pack promotion for Teacher's Scotch.

Targeting men aged 30-plus, the push is an extension of last year's Create Your Space campaign. "The premise is that men have an overwhelming need for '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 said.

Running from this month on 150,000 70cl and 1-litre bottles, the neck-collar promotion will offer consumers the chance to win a £45,000 four-berth Airstream travel trailer or one of 250 mountain bikes each worth £200.

The push will be backed by

ads in national papers and lifestyle magazines, a

PR campaign and an up dated micro-site, teacherswhisky.com/space,

with a general knowledge quiz, brand history and

video clips.

Aileen Nicol, category marketing manager for Scotch, said: "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."




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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