Teacher’s® Scotch whisky has unveiled a £1.5 million investment programme in a bid to reinforce its position amongst the UK’s 12.5 million*1 whisky drinkers.
Forming part of its 175th anniversary celebrations, the programme features a return to national press advertising in October with an all new campaign designed to differentiate Teacher’s from less flavoursome blends that make up the UK Scotch whisky market.
Targeting traditional whisky consumers – men aged 50 plus, the campaign will run in a number of national daily and Sunday newspapers including the Daily and Sunday Telegraph and the Daily Mail through to December.
“Using language that is forthright and unpretentious, the campaign parodies a number of promotional tools such as Buy One, Get One Free and free prize draws”, says Nick Marshall, Senior Brand Manager at Teacher’s. “Research*2 strongly suggests that mature whisky drinkers, and in particular Teacher’s drinkers, are scornful, almost cynical, of many of these gimmicks. Our campaign taps into this thinking and allows us to communicate the high quality and traditional values of Teacher’s in a straightforward and honest manner” Marshall continues.
To further celebrate its 175th anniversary Teacher’s have commissioned well-known and respected whisky writer and author Helen Arthur*3 to produce a commemorative anniversary book. Entitled ‘The Teacher’s® Tale. 175 years through the eyes of W.M. Teacher’, the book charts the extraordinary story of William Teacher and the exceptional brand he created in 1830. This book details what is considered to be one of the most extensive Scotch whisky archives ever compiled. On sale from October the book will retail through good book shops at £25.00.
“Selling 600,000 cases annually, equivalent to seven million bottles, Teacher’s is a brand of real significance in the UK whisky market, especially during the ever important Christmas trading period “Combined with a strong platform of distinctive and bold consumer advertising, our anniversary book and strong off trade offer we are confident that many of the UK’s 12.5*1m scotch whisky drinkers will turn to Teacher’s as their preferred whisky purchase this Christmas”, he concludes .
~Ends~
Notes to Editors:
*1 Source: TGI
*2 Source: Focus groups, Auton & Co. March 2005
*3 Helen Arthur is the author of the world’s third best selling whisky book
‘Whisky – The Water of Life’
*4 AC Nielsen 12 weeks to 1st January 2005
*5 Allied Domecq combined on & off trade sales
Teacher’s is a registered trademark of Allied Domecq Spirits & Wine Ltd
For further information, please contact:
Mark Hunt
Jefferson Hunt Communication Consultants
Tel: 01453 811960 / 07768 145583/
e-mail: mark@jeffersonhunt.co.uk
Allied Domecq Spirits & Wine UK Limited is a member of The Portman Group - promoting responsible drinking.
For more information, see www.drinkaware.co.uk.
