UK: Teacher’s helps men claim their ‘space’

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Beam Global UK is planning a campaign to push Teacher's Scotch as a brand that allows men to indulge in time on their own.

The company said today (4 May) that it has invested GBP1m (US$2m) in the new Teacher's 'Create Your Space' campaign. The initiative is targeted at the common need in men over 30 wanting their own space.

On-pack promotion in the off-trade on 70cl and 1-litre bottles will offer consumers the chance to win their "ultimate shed" tailored to their personal specification up to the value of GBP25,000. Beam said that the idea is based on men having a need for "manspace" or somewhere where they can spend time in an environment that they have created, to develop their skills and authority on the subjects that matter most to them. Other prizes include 3,000 Sony wind-up radios.

"Beam is striving to drive value into a category that has suffered erosion over the last few years," said Teacher's marketing manager Aileen Nicol. "'Create your space' provides a strong platform for Teacher's to drive engagement with consumers in a category where brands don't often achieve this. Whether it is a shed, a basement or an office at home, space in modern life is at a premium. Teacher's can now help men to reclaim and create that 'man space' inspiring them to become authorities on their chosen passion."

Sectors: Spirits

Companies: Beam Global Spirits & Wine

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