Blog: Diageo'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.
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Here's a round-up of the top stories on just-drinks last week, featuring PepsiCo and Coca-Cola Co, Castel, Molson Coors and the cachaca sector....
The chairman of French drinks group Belvédère has announced his resignation, citing "personal reasons". ...
There was a big focus on supermarkets and their Scotch offerings this week when a couple of own-brand malts scooped top awards at the International Wines and Spirits Competition (IWSC)....
Diageo has appointed a senior Facebook employee to its board as a non-executive director. ...
You can't seem to move at the moment for news of US craft brewers expanding....
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