Diageo repositions Bell's

The campaign, which will run until the end of December, is expected to not only “increase interest in Bell’s and reinforce its quality messaging” but also “drive excitement and growth in the blended whisky category as a whole.”

The adverts will offer the brand more coverage than last year’s TV campaign, encompassing pub TV and digital as well as analogue channels and will involve an up weighting in Scotland at the end of November and into December in time for the lead-up to Christmas.

Bell’s brand manager Oakley Walters said: “Our research shows Bell’s consumers to be young-at-heart, socially active people who are open to new experiences and want their whisky to be a reliable, quality drink.

“We have always known that Arthur Bell’s blend is perfectly harmonious and smooth so our challenge was to communicate this to our consumers in a way that appeals to their vibrant personalities and consumer requirements.

“Through our new campaign we are re-invigorating the brand and helping the blended whisky category to grow by dialling-up the benefits of blended whisky and the quality of Bell’s.”