Playing on the brand’s name, the campaign; ‘Your Passport to a New World’ is said to capture the free spirited, colourful and approachable personality of the blended Scotch whisky, which is now the number one bestselling Scotch whisky in Angola and second bestselling standard Scotch whisky in Mexico.
|Passport blended Scotch whisky targets millennials with new ad campaign|
In the advertisement, a group of millennial friends are taken on a journey. Beginning in a home setting, the camera reveals the group in increasingly aspirational bars and ending in a nightclub. The use of social media among the target audience is brought to life in the creative, with the friends taking and sharing photos of themselves in the different locations.
Strong appeal for the brand among millennials in emerging markets has earned it the position as the fastest growing of all spirits brands that sell more than 200,000 cases per year. Passport grew 20% in net sales to reach a record 1.7m cases in 2015, as it continues to consolidate its relevance among young adults in emerging markets.
Commenting on the campaign, Mark Thorne, Passport Global Brand Director at Chivas Brothers, said: “Passport is currently a fantastic success story for Scotch and is leading the way in introducing new consumers in emerging markets to the unique vibrancy, quality, craftsmanship and heritage that the category offers.”
He went on to say: “The ‘Your Passport to a New World’ campaign is set to unlock the curiosity of young people in Angola, Brazil and Mexico; millennials in these regions have an increasingly global outlook on life and are using social media and drinking quality international spirits such as Passport to demonstrate their personalities and aspirations. We are extremely proud of the success that Passport has achieved to date and are excited to see how the campaign helps to further spread the word on Scotch whisky around the world.”
The ‘Your Passport to a New World’ campaign was recently launched in Angola and will be released in Mexico later this year. Passport is also being supported by advertising in Brazil, the world’s fifth market for Scotch whisky by volume.
You can view the new Passport blended Scotch whisky ‘Your Passport to a New World’ campaign advertisement by clicking here
Posted by Steve Rush