Bell’s bigging up the blends


DIAGEO is bidding to boost its Bell’s blended whisky brand with a new television advertising campaign.

The new ad, appearing now, promotes the benefits of blending quality whiskies, and Diageo claims it should raise interest in the blended whisky category as a whole.
“Our research has shown that Bell’s consumers are young at heart, socially active people who are open to new experiences and want their whisky to be a reliable, quality drink,” said Oakley Walters, brand manager for Bell’s.
“We have always known that Arthur Bell’s blend is perfectly harmonious and smooth so our challenge was to communicate this to our consumers in a way that would appeal to their vibrant personalities and consumer requirements.”
The campaign launched earlier this month and will run until the end of December, with a particular focus on the Scottish market.