Diageo is launching a spring campaign for Bell’s Blended Scotch Whisky in a bid to increase consumer loyalty and build upon the previous relationship marketing campaigns.
With the blended-whisky sector dominated by in-store promotions, this on and offline CRM campaign by Pulse Group is instead looking to play on the loyalty of the brand’s core audience, incentivising Bell’s drinkers to recommend the brand to friends.
Targeting brand loyalists, the creative brings to life the personality of the Bell’s brand, while also leveraging the Bell’s consumer’s interest in history and heritage. The mailer is personally introduced by Arthur Bell (the founder of Bell’s) and takes consumers on a tour of four key Bell’s distilleries, with the chance to win a trip to Blair Athol, the home of Bell’s.
Sarah Gilligan, assistant brand banager of Bell’s at Diageo, said: “We are delighted with the personality injected into this latest campaign and believe 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.”
Pulse Group chief executive Mike Spicer said: “We have been working with Diageo across a number of its brands for 25 years. With Bell’s in particular, we have worked with the marketing team closely on defining the interests and personality of a Bell’s consumer and this is another example of how this knowledge translates into an engaging campaign.”
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