United Distillers is injecting new life into its market-leading
whisky brand Bell’s 8 Years Old, with the launch of a pounds 4m
advertising campaign and a packaging redesign. The new ads, through
WCRS, aim to build on the brand’s heritage, positioning it as uisge
beatha, the ’Water of Life’. The ads will run from September with a new
curved label to be introduced in October. Bell’s, the first whisky brand
to break the 40-year voluntary ban on TV ads in 1995, has a retail value
of pounds 290m.