This is the latest in Ballantine’s masterbrand campaign ‘Leave an Impression’, which started in 2007 and the campaign is part of a €70m spend.
Peter Moore, global brand director for Ballantine’s, said: “This is an exciting new creative platform for Ballantine’s 12 Year Old, which perfectly showcases the flair and authenticity that underpins the brand. Brought to life across all aspects of the marketing mix, the campaign includes an engaging global advertising campaign and activity to strengthen the brand’s position in the on-trade.”
Created by brand agency Dragon Rouge, Ballantine’s 12 ‘Beyond’ campaign will be rolled out in key markets, following on from its global launch in October 2009. ‘Beyond’ includes advertising, point of sale materials and merchandise that incorporate a ‘Trompe L’Oeil’ (trick of the eye) theme. The launch also includes serving rituals and cocktails – including a gazpacho, a smoothie and a cappuccino.
Chivas says that Ballantine’s 12 Year Old should act as a bridge within the range - providing consumers with a trade up from Ballantine’s Finest. Ballantine’s 12 Year Old is aimed at premium whisky drinkers in their early thirties.
According to Chivas, the Ballantine’s range – Finest, 12 Year Old, 17 Year Old, 21 Year Old and 30 Year Old – offers a ‘relevant product to satisfy the needs of every type of consumer, from entry level whisky drinkers up to drinkers who are seeking rarity and exclusivity’.