UDV UK Ltd Templefields House River Way Harlow Essex CM20 2EA Tel: 01279 626801 Fax: 01279 633115 Customer inquiries: 01279 633330 Bell's chimes in with new offer Scotland, the home of the wee dram, will receive its own extra special treatment from Bell's in 2001, when brand owners UDV take on sponsorship of the Scottish Football League for the second consecutive year. Five, 10 and 15 second idents will be featured on Scottish TV around the Football First' programme, bringing the Bell's support message to the home of the brave. Nationally, the brand is positioning itself with an unprecedented £6.5million spend on both above and below the line activity, starting with the Christmas TV campaign Jools', featuring top celeb' Jools Holland, demonstrating that Bell's whisky is a very special blend indeed. Jools in the crown Jazzman Jools is seen playing a sequence of musical notes and then putting them together to create the tune of Blueberry Hill, demonstrating that the art of the master blender is not dissimilar from playing beautiful music. In addition, there will be a national six-sheet poster campaign across 1,300 sites outside Tesco, Sainsbury and Somerfield supermarkets, plus in-store price promotions with money-off offers on both bottle and litre sizes. Stores will also have the benefit of eye-catching displays and a new special Christmas gift box. Off-licences will have tailor-made activity and promotions, whilst C&C and multiple specialists will see a new Christmas Decanter by January 2001, commemorating the 175th anniversary of the brand which is still the number one blended Scotch whisky in the UK with +16% increase on rolling annual volume north of the border. Retailers will also benefit from UDV's recent extensive research on how consumers shop the spirits fixture. Merchandising recommendations are based on the fact that spirits are highly profitable per square foot of retail space and small changes to how spirits are merchandised in-store can deliver significant returns. The information, contained on CD, has already been circulated to retailers' HQs. On and off Stores are also likely to benefit this season from Bell's higher profile in the on-trade, where a number of promotions will be taking place, including gallon draws' across traditional outlets and working men's clubs. The mechanic is simple: if a consumer buys a nip of Bell's they get a free raffle ticket, which enters them into a free prize draw, affording them the chance to win a whole gallon of Bell's. There are also a raft of prize-winning draws for 1.5litre bottles. Bell's brand manager, Gill Bates says: "It is a fantastically exciting time for Bell's at the moment, with a new feel and look and and a host of punchy on- and off-trade activities. "Bell's is a great blend of whiskies, supported by a great blend of activity ­ it's all in the blend." Spirit indicators · £6.5million marketing support for Bell's brand in 2001 · Tailor made promotions for independents and specialist multiples · New guide to category management · 1,300 site poster campaign · Extra sponsorship for Scottish Football league · Sales cascade from on-trade promos {{Z SUPPLEMENTS }}