Diageo is launching a £3m TV campaign for Bell’s whisky - just days after its main rival, The Famous Grouse, embarked on a brand relaunch.
Bell’s, the leading blended whisky with a 15.8% share of the market, features in three new executions on screen now with voiceovers by Tommy Cooper, Graham Norton and Harry Hill.
The ads aim to give whisky a more trendy image while communicating the taste qualities of Bell’s.
The ads, on ITV, Channel 4 and 5 from this week, show an apparently serious situation interrupted by humour.
Deborah Wakeham, senior brand manager, said: “We're challenging the conventions of traditional whisky advertising.”
The number two blended whisky, Maxxium UK’s The Famous Grouse, is being relaunched.