Diageo ups ad spending on Bushmills and Talisker

Focusing on wives, mothers and sons and daughters looking to choose a great gift for fathers or husbands, the campaign will promote Bushmills Irish Whiskey and Talisker Single Malt Scotch Whisky in the run up to June 15th.

Father's Day represents an excellent opportunity for retailers to grow alcohol sales, as it is the number two gift of choice during this period. Whisky is the number one spirit for men over the age of 35, and Diageo GB's 2008 campaign will highlight two of its leading Scotch and Irish whisk(e)y brands to consumers in order for retailers to increase their share of the 165 million spent on gifts for Father's Day.

The campaign will be rolled out during the 10 days prior to Father's Day, when over 95% of gift purchases are made. The two campaigns will feature press advertising within titles including the Daily Telegraph, The Observer, Empire and Q magazine.

James Pennefather, Whisky Director for Diageo GB comments: "Our Father's Day campaign will highlight two of our top whisk(e)y brands, Talisker and Bushmills, to consumers as a premium gift offering for father's and husbands. More than 14 million is spent on spirit brands in the run up to Father's Day and whisky is the largest contributor to this4."

Talisker will be releasing a luxury gift pack as part of the Father's Day campaign, while Bushmills' special 400th anniversary gift pack and limited edition Bushmills 1608 gift pack (only 600 bottles available in the UK) will continue to be available to retailers.

The 2008 advertisements for Bushmills will focus on celebrating the 400th anniversary of the original license to distil granted to the area, leveraging the Irish at its Best' message to key consumers. The campaign for Talisker will use the successful Made by the Sea' executions, driving home the message that Talisker is an authentic single malt Scotch whisky made on the shores of the Isle of Skye.