Blog: Andy MortonDiageo's Bell's whisky ad proves industry is a soft touch

Andy Morton | 7 February 2014

It seems to me that ads for alcohol used to fall into two categories - funny or cool.

Nowadays, our marketing men are branching out into a third option - touchie-feelie. Last week's Super Bowl provided us with more than a few cry-fests (and an adorable puppy). And now Diageo's Bell's whisky brand practically pokes us in the tear-ducts with its South African commercial that shows an illiterate man desperate to read a particular book.

After the Super Bowl, a marketing professor told Reuters: “We are seeing companies talk about more inspirational topics.” 

For inspiring, read emotional. So, will 2014 be the year of the advertising weepies? Well, put it like this - the Bell's ad already has half-a-million views just a week out from its launch.

That's pretty impressive for a single-market commercial.

Hankies at the ready, everyone.

BLOG

Does Oscar glory beckon for 'Mr Heineken'?

Alcohol always has a big presence at the Oscars, albeit mostly in a supporting role....

NEWS

E&J Gallo targets UK Millenials with New Amsterdam Vodka push

E&J Gallo has lined up a UK marketing campaign for its New Amsterdam vodka brand....

BLOG

Is pisco preparing to make some noise?

Business is booming at copper pot still makers Chalvignac - you can tell from the loud noise coming from its factory floor in the French town of Jarnac-Champagne. ...

BLOG

Heineken has eye on the (soccer) ball in US

Heineken is betting big on the long-term opportunity around soccer in the US. ...

BLOG

Sierra Nevada heralds its new hop oil beer - video

California's Sierra Nevada Brewing Co is very proud of its new Hop Hunter IPA, which contains hop oil. ...

just-drinks homepage



Forgot your password?