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March 21, 2007
Diageo Embarks on Global Push J&B Scotch Whiskey
Diageo is to launch a GBP10m (US$19.2m) global ad push behind Scotch Whisky Brand J&B.
The UK drinks giant said today (March 21, 2007) that the campaign will be launched in over 20 markets over the next 12 months. Diageo is looking to position J&B as a "party whisky brand" and at the centre of the campaign will be "the ultimate party symbol", the mirror ball, the company said.
"We are going big with the mirror ball - literally - and are going to have some real fun with this icon. For us, starting a party is all about attitude - optimism, sociability, enjoying life and having fun and we are using the mirror ball to convey this," said J&B global brand director Nik Keane.
The ads will be live in the next few weeks, Diageo said, while the full through-the-line campaign will roll out over the next couple of months.
Source: “Diageo to embark on global push for J&B,” just-drinks.com editorial team, March 19, 2007
Posted by fortna at March 21, 2007 09:19 AM
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