Bell's pursues younger demographic

Bell's Scotch Whisky is running a press campaign during Easter to boost sales of the brand to younger drinkers.

Miles Calcraft Briginshaw Duffy has created four print executions that highlight a variety of qualities possessed by Bell's.

The executions feature glasses of Bell's whisky in various positions and shot from different angles. In one ad, a line of glasses, shot from above, appears in the form of thought bubbles. The copy reads "think flavour".

Another execution uses the line "great nose", with the glasses forming the outline of a nose.

Bell's is backing the campaign with a £400,000 spend and will use national press and weekend supplements to target drinkers.

Carat, which handled media planning and buying, drew up a media schedule to best target an audience of men aged 35 and over, a slightly younger demographic than core whisky drinkers.

The ads were art directed by Paul Briginshaw and the writer was Malcolm Duffy. Kevin Summers was the photographer.

Briginshaw, MCBD's joint creative director, said: "Using a stunning Kevin Summers shot of a single glass of Bell's and playing with it graphically is a fresh way to highlight the brand's attributes. It's photography and illustration combined."

Richard Wells, the marketing director at Bell's, said: "Bell's is the brand leader in the UK whisky category and this print campaign is a key part of our plans to strengthen our position. It's been designed as a high-impact campaign to underline the quality credentials and taste attributes of Bell's."

Bell's, along with Gordon's Gin, Archers and Archers Aqua, is one of four Diageo brands that are known as "local priority brands" in the UK.

It was launched in 1895, making it one of Diageo's oldest brands.

MCBD's television campaign for Bell's stars the musician Jools Holland.

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