HHCL & Partners is working on Allied Domecq’s 2m account for Teacher’s Scotch Whisky, officially held by D’Arcy Masius Benton & Bowles.
Marketing Week sources say Hayley Beale, the departing marketing director for Allied Domecq Spirits & Wine (UK), has asked HHCL to look at how to rejuvenate the brand, which has been handled through DMB&B since May 1994.
According to Mintel figures for 1995, Teacher’s has a ten per cent volume market share, behind its main rivals Bell’s, on 16 per cent and Famous Grouse, on 11 per cent.
Both Beale and HHCL managing partner Rupert Howell deny any review of the brand.
Beale, who worked with HHCL on Tango, appointed the agency to the Allied Domecq roster without a pitch last July to handle the UK launch for the Mexican tequila brand Sauza.
DMB&B’s last work on the brand was a national Christmas TV ad campaign aimed at men in the 30-plus age range who are starting to drink a range of whiskies. It links a series of scenes including a gothic hotel with the words “An eccentric architect”, and a drinker with a battered face with the line “A passion for rugby”.
The execution includes the question “Where does character come from?”, a line to emphasise the whisky’s high malt content, while the final line is “Teacher’s. A Measure of Character”.