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

Season of goodwill? Not if you're the UK health lobby

The UK health lobby is always very vocal on alcohol at this time of year, predictably so, and this year is no different. ...

BLOG

Carlsberg builds new life from Copenhagen brewery

“Ah, yes, you've hit upon a very sensitive area,” says Thomas, my guide at the Carlsberg Brewery in Copenhagen last Friday....

MANAGEMENT BRIEFING

just the Ten - Top Columnist Comment Pieces of 2014

With the end of the year looming, just-drinks is running a series of 'Top Tens of the Year' in the run-up to Christmas. Here are the ten most read comment pieces written by our regular columnists on j...

BLOG

Scotch whisky firms learn the value of leftovers

Experimentation has long been a watchword in the Scotch whisky industry. It is what has given consumers the huge range of ageing options, from refill hogsheads to virgin oak to Sherry butts....

BLOG

Coca-Cola courts controversy over milk ad

Advertising can be a strange beast. ...

just-drinks homepage



Forgot your password?