UK. Chivas Brothers is aiming to elevate Ballantine’s to number two in the world Scotch whisky league by unveiling a new €40m global advertising campaign that encompasses the whole Ballantine’s range.
Chivas Brothers estimates that the brand, which is the number three Scotch whisky and the number seven spirit in the travel retail sector (Source: IWSR 2006), is already ranked worldwide as the number two Scotch whisky in value terms, and aims to also take the number two volume position on the back of this investment. Currently Ballantine’s has global sales of 5.3 million nine-litre cases annually.
The global campaign – entitled “˜Leave an Impression’ – is the first created for Ballantine’s by Chivas Brothers, the Scotch whisky and premium gin business of Pernod Ricard.
The positioning, which will be rolled out through the line in all channels including travel retail, is expected to make a big impact among the key target audience for Scotch following positive feedback in research and comes on the back of strong volume growth of +14% globally for the period July 2006 to March 2007 compared to the previous fiscal year.
Kicking off in key markets worldwide including Germany, Brazil, Spain and Australia before rolling out to a potential 60 markets, the campaign is designed to enhance Ballantine’s reputation for quality, status and style in high-impact TV, cinema, print and poster runs.
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Chivas Brothers is aiming to elevate Ballantine’s to number two in the world Scotch whisky league by unveiling a new €40m global advertising campaign |
The new ad campaign
The TV and cinema advert at the heart of the campaign – entitled “˜Underground Music’ – features a man in his early thirties unwinding with a glass of Ballantine’s in a plush underground chamber. Inspired by his favourite whisky, the advert’s hero leaves an impression on others in an individual way by piping out the sounds of a distinctive opera that stops everyone who hears it in their tracks as the music drifts up to street level. The hero’s attitude and choice of music (the opera of Alfredo Catalini) is designed to reflect the Ballantine’s values of style and substance to leave an impression on everyone.
The advert, filmed in Buenos Aires, is available in 100, 60, 40 and 30 second versions while a series of print creatives, which also focus on the impression left by the Ballantine’s brand, aim to bolster the campaign for use in print and out-of-home media. One features the Ballantine’s bottle outline as a blue fingerprint, while another appears to be the physical imprint left by the bottle itself. Created in a contemporary art style, the advertisements are expected to stand out against those of Ballantine’s competitors.
Chivas said the Leave an Impression campaign is the culmination of 12 months of research and development and centres on the finding that whisky lovers see Ballantine’s as an expression of their own individuality. Just as Ballantine’s leaves an impression because of its quality and status, by ordering a glass of Ballantine’s consumers are making an impression on those around them by demonstrating their taste and style. The campaign continues this theme by challenging drinkers to leave an impression in whatever they do.
Peter Moore, Ballantine’s Finest and 12yo Brand Director, said: “Building on the Ballantine’s long-established reputation for quality and creativity, the Leave an Impression campaign drives home the brand’s strong sense of identity, whilst giving it a new contemporary relevance. The campaign is all about individuality – knowing who you are and what you want. 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 campaign, created by Publicis, will also be used throughout below-the-line areas such as on-trade, sponsorship and online via the new Ballantine’s global website which was also launched this week. The above-the-line campaign will initially focus on Ballantine’s Finest before print and poster adverts are unveiled for the rest of the Ballantine’s range of Scotch whiskies, the most comprehensive range in the world, under an ambitious growth plan as one of Pernod Ricard’s 15 global priority brands.
The campaign will be the first in recent years to be used for the whole Ballantine’s range and can be adapted to all expressions within the portfolio and in all markets.
About Ballantine’s Scotch whisky
Ballantine’s is a blended Scotch whisky that gains its rich character through the perfect balance of selected quality malt and grain Scotch whiskies representative of the four corners of Scotland, according to Chivas Brothers. It has won over 60 trophies and medals in the last 10 years at international competitions, including a Gold Medal at the International Spirits Challenge for Ballantine’s Finest in 2006. The Ballantine’s core range consists of Ballantine’s Finest, Ballantine’s 12 Year Old, Ballantine’s 17 Year Old, Ballantine’s 21 Year Old and Ballantine’s 30 Year Old.
Chivas Brothers is the Scotch whisky and premium gin business of Pernod Ricard – the world’s number two wines and spirits company. Number two in Scotch whisky and leader in premium gin, the Chivas Brothers portfolio includes Chivas Regal, Ballantine’s, Beefeater, The Glenlivet, Royal Salute, Aberlour, Longmorn, Scapa, 100 Pipers, Clan Campbell, Passport and Something Special.
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