Ballantine’s, the No 1 Scotch whisky in Europe, is highlighting its associations with music and personal expression with the launch of Ballantine’s Loud Blue, a social media platform that invites brand fans worldwide to ‘leave an impression through music in a unique and creative way’.

Created with digital partner Work Club, Ballantine’s Loud Blue is an algorithm that turns Instagram photos into music. The platform analyses data from users’ photographs to trigger different musical genres and sounds in order to create music that represents the image itself, resulting in a unique and sharable photo-track. Ballantine’s fans are invited to take a photo using Instagram, tag it #loudblue and share it on Twitter. They will then receive an automatic link back from @loudblue to their own unique piece of music.

Designed to be rolled out across markets over the next two years, Ballantine’s Loud Blue is launching in Brazil this month and sees the brand continue its collaborations with local musicians in key markets. In Brazil, Ballantine’s has teamed up with local DJ duo, Felguk, who have offered their unique sounds to the Ballantine’s Loud Blue algorithm and will also produce a song sampling users’ creations, inspired by the photographic theme “My Brazil”. The project and partnership will be celebrated at a live event where Felguk will premiere their exclusive Ballantine’s Loud Blue track to their fans.

Peter Moore, Ballantine’s International Brand Director, says “Ballantine’s is renowned for its dynamic and engaging marketing initiatives and we’re encouraged by the impact they’ve made. We’re making significant in-roads in emerging markets such as Brazil, Mexico, Poland and Russia thanks in part to our innovative marketing activities and we’re confident that Ballantine’s Loud Blue will continue this success and resonate with our target audience.”

Ballantine’s Loud Blue is the latest consumer activation under the brand’s hugely successful global marketing platform, ‘Leave an Impression’, which launched in 2007.

To try Ballantine’s Loud Blue, visit

About Ballantine’s
Ballantine’s is the No 1 ultra-premium Scotch whisky in Asia Pacific, No 1 Scotch whisky in Europe and the range sells over 70 million bottles a year worldwide. Ballantine’s has won more than 80 trophies and medals at international competitions in the past 10 years for quality, as a result of its unique richness of character and perfect balance. The range, from Ballantine’s Finest to the iconic 30 Year Old, is the most extensive in the world of Scotch and is maintained by the latest in a tradition of Master Blenders that dates back to 1827.

About Work Club
Work Club is a full service digital & social marketing agency. In 2011, the agency was named Marketing’s Digital Agency of the Year in recognition of its creativity and effectiveness. Work Club helps its clients understand and leverage the impact of digital and social media on their brands and businesses. Its work addresses a wide range of business and brand challenges for global, regional and UK clients, most of which are No.1 or No.2 in their sectors.

About Chivas Brothers
Chivas Brothers is the Scotch whisky and premium gin business of Pernod Ricard – the world’s co-leader in wine and spirits. Chivas Brothers is the global leader in luxury Scotch whisky and premium gin. Its portfolio includes Chivas Regal, Ballantine’s, Beefeater Gin, The Glenlivet, Royal Salute, Aberlour, Plymouth Gin, Longmorn, Scapa, 100 Pipers, Clan Campbell, Something Special and Passport.

In July 2010 Chivas Brothers launched The Age Matters campaign to help consumers understand the importance of Scotch whisky age statements.

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