Ads Try to Make Scotch Cool
Rowe, Mark, The Independent (London, England)
ONE OF the world's leading manufacturers of Scotch whisky is ditching its "Tartan" image in favour of a more funky approach in an attempt to boost sales and attract a younger generation of drinkers.
Gone are the kilts, the heather and the tartan. New ads shortly to hit the television screens of Britain will instead show a Russian fireman pulling a victim from the ruins of a burning apartment and a tightrope walker teetering between two Manhattan skyscrapers.
A fall in sales of almost 6 per cent in a year have prompted the owners of Johnnie Walker, one of the leading brands of whisky, to re- think their marketing strategy. It is now looking for a younger audience who, it is feared, see whisky as an old man's drink with little relevance to busy "young executive" lifestyles.
Global sales of Johnnie Walker Red and Black label fell to 7.4 million cases last year compared with 7.9 million in 1997 (though the company says these are now recovering) so the marketing men and women have turned to dramatic images depicting what could be described as Braveheart deeds.
But there isn't a castle, a loch, or a thistle in sight. In addition to the tightrope walker and the fireman we see actor …
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Publication information: Article title: Ads Try to Make Scotch Cool. Contributors: Rowe, Mark - Author. Newspaper title: The Independent (London, England). Publication date: November 21, 1999. Page number: 6. © 2009 The Independent - London. Provided by ProQuest LLC. All Rights Reserved.
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