Blog: Talisker: Made by the Sea (but not this sea)
Chris Mercer | 26 November 2010
Diageo annoys locals by using French coastline to promote Talisker
Diageo has committed something of a faux-pas by using an image of the French coastline to publicise its Talisker Scotch whisky.
The drinks giant recently began its first global push on Talisker and is using a poster that depicts a lighthouse on the island of Le Creac’h, off the coast of Brittany. The poster contains the slogan "made by the sea". Locals on the Isle of Skye in Scotland, where the Talisker distillery lies, are a little irked.
If you've never been to Skye, then add it to your list. I have been and it seems pretty odd to me that the island's outstanding natural beauty was not used exclusively to front Diageo's campaign, which began last month with a GBP1.6m marketing spend in the UK alone.
A spokesperson for Diageo said that the group will also be using a photo of the lighthouse at Neist Point on Skye during the Talisker campaign. "The purpose of these dramatic seascapes is to contrast the elemental power of standing by a rugged coastline with the warmth and exhilaration of drinking Talisker," Diageo told just-drinks.
“The intention is to expand and develop the campaign and to feature other iconic maritime images which capture the essence of Talisker and which reflect the global nature of this iconic whisky brand," it added.
Seeing as not all Talisker whisky is matured at the distillery on Skye (there is not enough space), and that the barley must first travel to Diageo's big maltings not far from Inverness before the distillery goes to work, I suppose the picture of a French lighthouse in the campaign poster is just another detour.
Marketing is full of embellishment, of course. The question is: how far can poetic licence stretch? And, in this case, does Diageo need to stretch it? The Isle of Skye is bursting with myths, legends and brooding landscapes.
The long-running spat between US and Czech brewers stepped up a notch this week after the Czech president described American beer as “filthy water”....
I've stopped short of covering it as a product launch story on just-drinks, but take a look at this. Released this month in the UK, Snuffle Dog Beer is already available in 25 markets....
PepsiCo received high praise when it announced it was to launch its stevia-based Pepsi extension True exclusively on Amazon in the US....
Sean 'Diddy' Combs, the US rapper and entrepreneur, has publicly turned against his apparent former favourite Tequlia brand, Patron, now that he is joint-owner of DeLeón Tequila....
- Why Chinese beverages won't conquer the world
- Gin: Plymouth's from Plymouth, London's from...?
- Is “Craft” the Next Big Thing for Soft Drinks?
- Petropolis Finally Moving into SABMiller's View?
- Coca-Cola pressure builds as bid rumours swirl
- Diageo confirms Australia RTD abv drops
- Pernod launches online Ballantine's "experiment"
- Global vodka sales slip in 2013 - research
- SABMiller returns to Brazil with Petropolis tie-up
- Pernod takes Absolut Warhol push to Travel Retail
- Early Signals: future scenarios that will drive consumption and product innovation over the next five years
- Global Scotch whisky insights - market forecasts, product innovation and consumer trends research
- Global vodka insights - market forecasts, product innovation and consumer trends research
- Global Beer Opportunities: Beyond Standard Lager
- The IWSR Forecast Report - 2014-2019 Global Review