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.
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)....
You can't seem to move at the moment for news of US craft brewers expanding....
Here's a round-up of the top stories on just-drinks last week, featuring Coca-Cola Life, Australian Vintage, Pernod Ricard and BrewDog....
Brown-Forman has launched the first flavour extensions for its El Jimador Tequila brand....
Beer consumption in Germany - already pretty impressive - will undoubtedly have enjoyed a spike following celebrations over the nation's FIFA World Cup win. ...
- A tobacco analogy soft drinks will want to embrace
- PepsiCo to consider more re-franchising - CEO
- Cleaning China's seedier side brings Remy balance
- Pernod's Portman Group penalty - a coincidence?
- just The Preview - SABMiller's Q1
- Diageo's Captain Morgan Facebook ad banned
- Diageo faces public consultation over W&M sale
- William Grant silent on Drambuie bid talk
- Bacardi to fight US football team legal action
- Alcohol retailer group appoints new chairman