IMP has scooped the #2 million below-the-line account for Bell’s
whisky after a three-way pitch against Pulse and the incumbent,
UDV launched a #2 million TV campaign for its Bell’s brand a fortnight
ago (Campaign, 4 December) in a bid to relaunch the brand. It is hoping
to use the same strapline - ’What have you been doing while Bell’s has
been maturing?’ - on below-the- line work.
Initially, IMP will develop a promotional campaign, which will be aimed
at off-licences and pubs. This may be followed with a direct mail
campaign targeting Bell’s drinkers.
The aim of the advertising is to promote Bell’s and attempt to
re-educate consumers about blended Scotch whisky, with the emphasis on
it as a natural product made from pure ingredients.
The strategy has been developed following research this year involving
focus groups. This revealed that whisky was regarded as a traditional
drink and was associated with virtues such as passion, courage, pride,
strength and integrity.
Tim O’Donnell, UDV’s UK whisky group marketing controller, said: ’The
way Scotch has been portrayed in the past was neither stimulating nor
motivating to either younger or older consumers. The promotional
activity will make Scotch whisky, particularly Bell’s, more appealing to
younger men while current users will be assured of the brand’s
’Bell’s will ring in the new millennium with a new image, a new set of
credentials and, we hope, new consumers.’
John Quarrey, chief executive of IMP, said: ’We’re using this as an
opportunity to learn more about the whisky drinker. Whether we will use
traditional direct marketing or not is yet to be decided, but we’re
looking for consumers who don’t have whisky in their repertoire of