Bell’s Whisky

Bell’s Whisky

Brand positioning

Bell’s was about to lose its No. 1 spot in the market, as the biggest whisky in the UK, to Famous Grouse. With a younger target market not credibly within Bell’s reach, it was decided to try to reinvigorate Bell’s amongst its core 50+ audience.

Through Adcepts the brand was able to find exactly the right tone & image: not mirroring 50+ men, instead men wanted the brand to be personified by someone a little younger than them, aspirational and with irrefutable skill & ‘quality’.

The resulting communications brief led directly to the Jools Holland campaign & within 6 months of that breaking the brand was growing for the first time in 10 years, cementing its No. 1 status.



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