Diageo gears up for Fathers' Day with new ad campaign

01 June, 2007

Diageo is rolling out a heavyweight ad campaign in a bid to drive sales of its leading whisky brands in the run-up to Fathers' Day.

Running with the tagline "words alone can't describe a great father, but whisky can", the activity is aimed at helping shoppers choose the right gift for fathers or husbands.

Poster ads will show bottles of Bell's, Johnnie Walker Black Label, Bushmills Malt Irish whiskey and Talisker single malt Scotch whisky with neck collars that feature descriptions such as "rugged", "deep" and "genuine", which consumers can match with the characteristics of their own father or husband, a spokesman said.

The ads will run in leading women's magazines including Marie Claire, OK and Hello!, as well as newspapers and home delivery grocery websites.

Whisky director James Pennefather said: "Father's Day offers retailers an excellent opportunity to boost profits through promoting whisky.

"Alcohol accounts for 15 million in Father's Day sales with whisky being the key category driving these sales."

Bottles of Johnnie Walker Black Label will feature an on-pack promotion offering five winners a golf clinic and round of golf with Colin Montgomerie at Gleneagles, and a prize draw giving away two tickets providing free entry to all four days of the 2007 Johnnie Walker Golf Championship.

Diageo is also rolling out a premium Classic Malts whisky gift pack containing 20cl bottles of Talisker and Cragganmore, retailing at 15.

The brand has also linked with the Outsider Festival - see page 38.

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