Agency: WCRS | Author: Ian Hilton |
Ringing the changes: Developing a sound strategy for Bell's Whisky
INTRODUCTION
This paper will attempt to show that the decision to make Bell's the first significant spirit brand to advertise on television has been justified by its effect on the brand's fortunes. In doing so, it will outline some significant shifts in the role the brand was expected to fulfil for United Distillers, and the audience it was aimed at. In particular it will highlight the fact that the strategic direction adopted in 1997- to emphasise the age of the Bell's blend -...