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. 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.
|Ballantine's - Could Be True|
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).
Commenting on the new campaign, Ballantine’s Global Brand Director, Peter Moore, said: “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.”
Both of the True Story films can be viewed via: www.youtube.com/ballantines
Source: Richmond Towers Communications