NOVEMBER 2016: Bell’s whisky, one of the UK’s bestselling blended Scotch whiskies[1], is rolling out a new £1.5 million marketing campaign to drive mass consumer awareness for the product in the run up to the festive season.

On screens now and featuring comedian Matt Berry, the two new TV adverts will encourage licensees to stock up on one of the top 3 Blended Scotch Whisky in the UK[2] and amplify the profit opportunity during the festive season.

The ‘Rings True’ campaign, which is a tongue-in-cheek take on early Christmas adverts, will feature across TV, OOH, VOD, YouTube, social media and digital, using the new #WhattheBells tagline to encourage social interaction.

Lauren Popplewell, Bell’s Brand Manager at Diageo GB, says “By capturing the playful personality behind Bell’s whisky, the new campaign will build further brand love for Bell’s, giving consumers an additional reason to purchase when choosing a Blenched Scotch Whisky. Bell’s already has significant stand out, and with this ATL driving excitement and mass awareness in the run up to Christmas, it is a must stock for licensees looking to capitalise on its sales opportunity.”

Dating back to 1825, since Arthur Bell first created the successful brand, Bell’s has been committed to same exacting standards. 


About Bell’s

Bell’s Blended Scotch Whisky was born in the 1800s by founding father Arthur Bell and is made from a select blend of fine malt and grain whiskies, skillfully married together. The unique flavour comes from some of the finest malt whiskies in Scotland – from the fresh, sweet malts of Speyside to the smoky sea salt of the Islands – all matured in selected oak casks for a richer flavour.

The BELL’S word and associated logos are trademarks (c) Arthur Bell & Sons 2016 

About Diageo

Diageo is the world’s leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, beer and wine categories. These brands include Johnnie Walker, Crown Royal, JεB, Buchanan’s, Smirnoff, Cîroc and Ketel One vodkas, Captain Morgan, Baileys, Tanqueray and Guinness.

Diageo is a global company, with its products sold in more than 180 countries around the world. The company is listed on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE). For more information about Diageo, its people, brands, and performance, visit For Diageo’s global resource that promotes responsible drinking through the sharing of best practice tools, information and initiatives, visit

[1] Nielsen Scantrack Data WE 03-01-15 (Off Trade) & 27-12-14 (On Trade) combined to Total Trade Stat.

[2] Nielsen CGA Headline Summary data (Offs to 08.10.2016, Ons to 01.10.2016)


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