‘Arthur’ to star in new Bell’s commercials

Earlier this year, Diageo GB re-launched Bell’s eight-year-old as Bell’s Original, with a blend based on one used in the 1950s and a new-look bottle that featured founder Arthur Bell for the first time in the brand’s 180-year history.

The TV campaign will comprise six 10-second animated ads starring Arthur Bell, the first time he will have been used to advertise the brand. The TV ads will break in October and will then return in December for the key festive period. National press advertising will support the small screen advertising and a gift carton will be available on Bell’s Original in all take-home retail channels.

Total whisky, including blends and malt and imported whiskies, account for around 35% of the total spirits category, although vodka has overtaken blended Scotch in the off-trade across the year.

“Blended Scotch whisky remains a popular choice for consumers during Christmas and represents the biggest off-trade spirits segment during the festive season,” said James Pennefather, whisky brand director at Diageo GB. “As such, it is an important focus for retailers looking to drive profits at such an important time of the year for spirit sales,” he said.