Brief

United Distillers unveiled a new 4m ad campaign for Bell’s eight-year-old Scotch whisky to over 50,000 football fans at Rangers’ first home game of the Bell’s Premier League this week. The ad through WCRS, shown before Rangers beat Heart of Midlothian at Ibrox, portrays the whisky as ‘uisge beatha’, the water of life, and will air from September. To coincide with the campaign, a new label design is being launched through Design Bridge. Jonathan Turner, Bell’s consumer marketing manager, says: ‘The new packaging will take Bell’s into the next millennium.’

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