PASSPORT TAKES MILLENNIALS ‘TO A NEW WORLD’ WITH NEW ABOVE-THE-LINE CAMPAIGN
Passport, the No.1 Scotch whisky in Angola, and No.2 standard Scotch whisky in Mexico and Brazil1has unveiled an innovative new above-the-line campaign designed to build on the brand’s recent success. Passport grew +20% in net sales to reach a record 1.7m cases last year2as it continues to consolidate its relevance among young adults in emerging markets.
Playing on the brand’s name, Your Passport to a new world, captures the free spirited, colourful and approachable personality of the blended Scotch in TV and out of home formats. The campaign was recently introduced 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 volume3.
In the TV 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. 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 year4.
Mark Thorne, Passport Global Brand Director at Chivas Brothers, commented: “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.
“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.”
1 IWSR 2014
2 Pernod Ricard figures
3 SWA figures (April 2015)
4 IWSR 2014
About Passport Scotch
Crafted for the first time in 1965, Passport is the unconventional blended Scotch whisky with an original taste profile and a fruity, creamy finish that is increasingly popular among millennial consumers in emerging Scotch markets around the world. The No.2 standard Scotch whisky in Brazil and performing strongly in Angola, Mexico, Spain, Portugal and Poland, Passport grew +20% in net sales to reach a record 1.7m cases in the year ending in June 2015 – helping to earn its position as the fastest growing blended Scotch that sells more than 200,000 cases per annum.
About Chivas Brothers
Chivas Brothers is the Scotch whisky and premium gin business of Pernod Ricard, the world’s co-leader in wines and spirits. Chivas Brothers’ award-winning portfolio features some of the world’s most revered Scotch whisky brands including Chivas Regal, the world’s first luxury whisky and the No.1 Scotch whisky in China; Ballantine’s, Europe’s No.1 Scotch whisky; The Glenlivet, the world’s No.1 single malt whisky; and Royal Salute, the world’s only exclusively prestige Scotch whisky range. The portfolio also includes two of the world’s leading English gins – Beefeater, the world’s most awarded premium gin, and Plymouth gin – plus a selection of highly acclaimed single malt whiskies, including Aberlour, Longmorn, Scapa, Strathisla and Tormore. The range is completed by a collection of blended Scotch whiskies operating in many of the world’s key whisky markets which includes 100 Pipers, Clan Campbell, Something Special and Passport Scotch.
About Pernod Ricard
Pernod Ricard is the world’s co-leader in wines and spirits with consolidated Sales of € 8,558 million in 2014/15. Created in 1975 by the merger of Ricard and Pernod, the Group has undergone sustained development, based on both organic growth and acquisitions: Seagram (2001), Allied Domecq (2005) and Vin&Sprit (2008). Pernod Ricard holds one of the most prestigious brand portfolios in the sector: Absolut Vodka, Ricard pastis, Ballantine’s, Chivas Regal, Royal Salute and The Glenlivet Scotch whiskies, Jameson Irish whiskey, Martell cognac, Havana Club rum, Beefeater gin, Kahlúa and Malibu liqueurs, Mumm and Perrier-Jouët champagnes, as well Jacob’s Creek, Brancott Estate, Campo Viejo, Graffigna and Kenwood wines. Pernod Ricard employs a workforce of approximately 18,000 people and operates through a decentralised organisation, with 6 “Brand Companies” and 80 “Market Companies” established in each key market. Pernod Ricard is strongly committed to a sustainable development policy and encourages responsible consumption. Pernod Ricard’s strategy and ambition are based on 3 key values that guide its expansion: entrepreneurial spirit, mutual trust and a strong sense of ethics. Pernod Ricard is listed on Euronext (Ticker: RI; ISIN code: FR0000120693) and is part of the CAC 40 index.