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

What is Heineken hiding up its sleeve in Australia?

Heineken is gearing up for a product launch in Australia this month. But exactly what the product is, the brewer is not saying....

BLOG

Anheuser-Busch InBev's craft brewers turn hermits in their own kingdoms

It's Summer in the northern hemisphere and the beer festivals are in full swing. Even the famously secluded North Korea is letting its regulation-cut hair down with the Taedonggang Beer Festival, name...

BLOG

Under the influencers - regulators crack down on sponsored social media

Drinks companies that use celebrities and influencers to endorse products via social media could be in line for some rule changes....

NEWS

Beam Suntory's Bowmore 10 Year Old - Product Launch

Beam Suntory is to launch a ten-year-old Bowmore single malt exclusively into European and Asia-Pacific Travel Retail....

BLOG

Drinking & Driving? Ford and Jose Cuervo's Tequila cars

A couple of months ago, US-based Saltwater Brewery developed 'edible six-pack rings' in an effort to curb threats to wildlife....

just-drinks homepage



Forgot your password?