The Could-Be-True Story Of Ballantine’s

#CouldBeTrue_Ballantine's_2.0

Europe’s No.1 whisky releases humorous new film to reveal what could have happened if Ballantine’s history had taken an unexpected and alternative route through the years…

Ballantine’s has announced the launch of a new digital campaign that aims to highlight to its fans around the world both its vibrant personality and its commitment to staying true to itself throughout its near 200 year history.

Conceived and created by M&C Saatchi, the campaign goes live with the release of two films; The Could-Be-True Story and The Stay True Story, both of which can be viewed at http://www.YouTube.com/Ballantines. The Could-Be-True Story first takes the viewer through Ballantine’s impressive heritage in an unexpected and humorous way, illustrating what could have happened had Ballantine’s not stayed true to founder George Ballantine’s vision. The Stay True Story of Ballantine’s then supports and complements the lead ‘Could-Be-True’ film, recounting Ballantine’s true brand story and demonstrating the ways in which the brand actually has stayed true since its creation in 1827.

The films will be seeded on Ballantine’s global social media platforms and further amplified in key markets around the world. The launch will also be supported by a media outreach programme that aims to grab the attention of relevant bloggers and media in a humorous and unique manner.

This new campaign is the latest in a series of successful marketing initiatives from Ballantine’s, which has seen the brand make a concerted effort to connect with consumers through digital media. This consumer engagement strategy is paying off, with Ballantine’s showing a strong performance* in key markets such as South Africa (109% annual growth), Brazil (51% annual growth), India (18% annual growth), and Poland (13% annual growth).

Ballantine’s Global Brand Director, Peter Moore, comments: “As a brand that prides itself on its reputation for innovation, we have long understood the potential that engaging, digital content provides, allowing us to connect with independent-minded adults. With these new films, we’re aiming to tell the story of Ballantine’s in a surprising and light-hearted manner, and one that is unexpected of a Scotch whisky brand. We are hopeful that this approach will capture the attention of our audience, showing them that whilst Ballantine’s is a well-established brand with a long history of tradition, we have a sense of humour and an individual style, making us a brand that remains relevant today.”

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Ballantine’s Encourages Entrepreneurial Spirit With The Bar Project

Ballantine's The Bar Project

Ballantine’s, the world’s No. 2 Scotch whisky, is aiming to capture the imagination of aspiring entrepreneurs with the launch of The Bar Project; a competition which offers consumers a once-in-a-lifetime chance to see the bar of their dreams brought to life in Paris later this year.

Inspired by the entrepreneurial spirit of its founder, George Ballantine, The Bar Project by Ballantine’s is being piloted in France and sees the brand challenge budding entrepreneurs in the country to design a bar which is a true reflection of their personality.

Entries will be judged by a panel of leading French business, design and bar experts including renowned French interior designer, Laura Leonard, and Simon Baldeyrou, CEO of Deezer, one of the world’s leading music streaming services. The three most innovative entries as judged by the panel will then be put to the public vote in May. The overall winner will then see their concept brought to life in the famous Parisian club, “Le Chacha”, opening with a VIP launch event in September 2014 and remaining open to the public until mid-October 2014.

The Bar Project by Ballantine’s is in line with the brand’s new global positioning, ‘Stay True, Leave an Impression’ which it revealed in October 2013.

Peter Moore, Global Brand Director for Ballantine’s, comments: “With The Bar Project by Ballantine’s, we wanted to create something exciting and inspiring that truly captures the essence of our brand. Our founder, George Ballantine, was very much an entrepreneur of his time and as such, he always stayed true to his convictions. This ethos remains at the heart of Ballantine’s to this day, so we’re excited to be bringing it to life with The Bar Project.

 “We’re hopeful that French consumers will relish this opportunity to unleash their creativity and their entrepreneurial spirit to leave an impression on the bar trade, just as George Ballantine did when he created our iconic blended whisky.”

Entries into The Bar Project by Ballantine’s are open now via www.ballantinesbarproject.fr and will remain open until midnight on 22nd March 2014. Ballantine’s is supporting the competition by partnering with French popular culture magazine and website, ‘Le Bonbon’, and with music streaming site Deezer to drive consumers to the Facebook app.

A video about The Bar Project by Ballantine’s can also be viewed here.

New Look Bottle, Same Great Taste as Ballantine’s Updates Image For Finest

Ballantines

Ballantine’s, the No. 1 Scotch whisky in Europe and the No. 2 Scotch whisky in the world, has unveiled a bold new-look bottle for its Finest expression, highlighting its suitability to the modern generation of whisky drinkers and ensuring it remains front of mind for customers.

The new bottle will begin appearing in markets from July this year and embraces traditional Ballantine’s attributes such as timelessness, elegance and authenticity, while becoming more contemporary in style. This design evolution stays true to founder George Ballantine’s pioneering values and relentless pursuit of quality, never settling for less than the finest and travelling to the four corners of Scotland until finding the perfect blend of malts and grains for his whisky.

With design elements including a chevron-shaped label that echoes the iconic wings of the historic Finest label, the new look gives the bottle a more dynamic, eye-catching look on shelf. Premium quality cues have been enhanced through a more prominent positioning of the brand’s crest – the exclusive Ballantine’s Grant of Arms – and a simplification of the Ballantine’s seal, which amplifies the Ballantine’s ‘B’ and provides an opportunity to build on one of Ballantine’s greatest visual assets. ‘Finest’ also now features in a more premium gold colouring.

The Ballantine’s Finest carton will also reflect and emphasise the key features of the bottle; the chevron label, enhanced ‘B’ and the Ballantine’s crest, while the bottle itself will retain the iconic rectangular bottle shape that it is famed for, with its shoulders made more angular, resulting in a sharper, prouder look.

The overall result is an iconic, contemporary design that is true to the Ballantine’s Finest brand essence and its original packaging, building on and enhancing its most familiar elements, which have led to its position as one of the most consistent and recognisable brands in the world.

Peter Moore, Ballantine’s Global Brand Director, comments: “The Ballantine’s Finest bottle has changed very little over the years, but we recognised a need for the look to be updated, given Ballantine’s credentials as a famous brand that leaves an impression. We wanted to ensure that our new design stayed true to our proud heritage and identified with our loyal customers, whilst also being seen as a contemporary, vibrant brand, and we’re delighted with the final result.

“The new bottle performed very well in consumer research tests* within our key markets and outperformed our highest expectations. It was acknowledged by those tested as being confident and modern without losing its heritage and quality cues, so we hope that this and our exciting marketing activities will translate into further success for Ballantine’s and will continue to engage people across the world.”

The new Finest range will be available in a wide range of sizes and formats and will be accompanied by a teaser ATL campaign. The ATL campaign contains two routes, with one focusing on the brand’s quality, consistency and originality under the strapline, ‘Always Original Since 1827’. The second route is more product focused with the strapline, ‘New Bottle, Same Great Taste’.

An extensive range of point-of-sale materials has also been produced for Ballantine’s customers, including shelf talkers, neck tags, tent cards and cocktail cards, which will be available in bars and restaurants, encouraging customers to make Ballantine’s Finest cocktails at home.

The new bottle also introduces Ballantine’s new global marketing campaign, “Stay True, Leave an Impression”, which acts as a reminder to the customer that acting with self-belief is what will leave a genuine, authentic and positive impression. The line will feature on all brand communications across all product variants, but with different features and nuances to reflect the range of products and varying customer groups.