How to Master Marketing: Online and Offline Marketing Analysis

Bell’s want consumers to consider them a traditional brand. Consumers generally like to stick with what they know, and often need some form of incentive to change brands or to try a new product. Especially with the current economic climate, sticking to a tried and trusted brand is important to those who are on a budget. To reinforce this point, the word “tradition” is even mentioned in the first line of dialogue.

There is not much dialogue in this short, simple ad, as the whisky bottle is in the background. As the advert is more a reminder of the existence of the brand, rather than information about new product features, there is no need for any product description.

The background music is happy, pleasant music which viewers will probably not consciously notice, but might provoke thoughts of country living, or living in a manor – a traditional, English way of life - it is not particularly modern music.

So as to broaden its appeal, the advert has a slight twist at the end, when the character reveals that he enjoys a TV series, Taggart. This may not be the most surprising thing, given the likely target audience of this series, but the flat screen TVs on the wall may help to connect the brand more with those who have no connection to or immediate interest in the kind of traditional lifestyle which may be perceived. It is both an appeal to new customers, who might own a giant flat screen like the Samsung LE-55A956D, as well as a means to show how the Bell’s brand may exemplify a traditional lifestyle; but in a modern way. In this manner, Bell’s can keep the traditional feel about their image, without seeming outdated.

The beige background, simple drawings and lack of obvious computer graphics and special effects are all part of the plan to appeal to an older age range, whilst not completely alienating the younger market sectors.

Click here to view the Bell’s Whisky advert in its entirety.