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May 22, 2007
New Ad Campaign Intros Ballantine's Scotch
Pernod Ricard’s Chivas Brothers unit has launched a new €40 million ($57m) global advertising campaign for Ballantine’s, its top-selling Scotch brand. The new campaign, titled “Leave an Impression,” comes four months after Chivas Brothers launched an ambitious advertising campaign for Beefeater gin (which it handles along with Pernod’s Scotch portfolio). The new campaign will kick off in several of Ballantine’s strongest markets, including Germany, Brazil, Spain and Australia, before rolling out to an additional 60 markets.
“Leave an Impression” is the culmination of 12 months of research and development and seeks to underscore Ballantine’s as an expression of individuality for whisky lovers. “The campaign is all about individuality—knowing who you are and what you want," explains Peter Moore, brand director for Ballantine’s Finest and 12YO. "It’s about leaving an impression by being true to yourself and living, like the Ballantine’s brand itself, with a strong sense of originality, charisma and style.”
The “Leave an Impression” campaign was created by Publicis, the same agency behind the new Beefeater ads. The Ballantine’s range (Ballantine’s Finest, Ballantine’s 12YO, Ballantine’s 17YO, Ballantine’s 21YO and Ballantine’s 30YO) sells around 5.5 million cases annually, and is the third-largest Scotch brand worldwide behind Diageo’s Johnnie Walker and J&B. However, Ballantine’s (which Pernod added via its 2005 acquisition of Allied Domecq) has been relatively flat in recent years, while brands like Johnnie Walker and Pernod’s own Chivas Regal have thrived.
Ballantine's Website: www.ballantines.com
Source: “Ballantine's Intros New Ad Campaign,” Paula Pou, Wine Spctator, May 22, 2007
Posted by fortna at May 22, 2007 10:06 AM
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