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

The just-drinks Weekly Round-Up

Here's a round-up of the top stories on just-drinks last week, featuring Carlsberg, Heineken, Coca-Cola Amatil, California's winelands and Cognac....

BLOG

Keurig 2.0 launch bodes well for the Coca-Cola Co

The Coca-Cola Co's Keurig Cold machine won't be out until next year. But co-developer Keurig Green Mountain has given us a taste with the unveiling this weekend of another at-home beverage platform, t...

BLOG

Normal service to resume on Tuesday

It's a bank holiday here in the UK on Monday (25 August). just-drinks' team will be taking a well-earned lie down. ...

BLOG

Will Russia ban bear fruit for Polish cider?

Poland is hardly noted for its cider consumption, but all this could be about to change. ...

just-drinks homepage



Forgot your password?