The Drum Awards for Marketing - Extended Deadline

-d -h -min -sec

Bell Whisky Diageo

Bell’s launches Spring relationship marketing campaign

Author

By The Drum Team, Editorial

March 23, 2011 | 2 min read

Diageo whisky brand Bell’s has launched a Spring campaign in a bid to increase consumer loyalty and build on the success of previous relationship marketing campaigns.

Devised by Pulse Group, the relationship marketing campaign bypasses the blended whisky sector’s usual reliance on in-store promotion to instead launch an on and offline campaign which incentivises Bell’s drinkers to recommend the brand to friends, building on the loyalty of the brand’s core audience.

The creative looks brings to life the personality of the Bell’s brand whilst also leveraging the Bell’s consumer’s interest in history and heritage, with a mailer introduced Arthur Bell (the founder of Bell’s) and taking consumers on a tour of four key Bell’s distilleries. The campaign also offers the chance to win a trip to Blair Athol, the home of Bell’s.

Bell’s assistant brand manager Sarah Gilligan said the company was delighted with the personality injected into the latest campaign, and that it “encapsulates the essence of the Bell’s brand in a way that will resonate with consumers”.

“We have high hopes for the results over the coming weeks,” she added.

Bell Whisky Diageo

More from Bell

View all

Trending

Industry insights

View all
Add your own content +