Ballantine’s Leaves a Striking Impression with Challenging New Plan Ballantine’s Advertising

Ballantine’s Finest is further strengthening its position as the No 1 Scotch whisky in Europe by introducing a challenging and creative pan-regional television advertising campaign that inspires consumers to “change their plan and leave an impression”.

The advertising is part of the brand’s distinctive ‘Leave an Impression’ global campaign that encompasses the comprehensive Ballantine’s range, and extends Finest’s ‘Plan Ballantine’s’ communication platform launched during 2010.

A new 30 second advert will run from May to September 2011 across a range of European TV channels, including MTV, Viva, Comedy Central and Discovery. The execution, entitled Transformation, features a man demonstrating that by believing in himself and not accepting what others expect him to do he is able to fulfil his true creative passion in life.

“This striking new advertising is designed to inspire Scotch whisky drinkers to challenge what is usually expected, go against the norm or change the predictable plan, and so leave an impression”, explains Ballantine’s Global Brand Director, Peter Moore. “This approach to life reflects the flair, authenticity, creativity and individuality of Ballantine’s, and forms part of the strong emotional engagement that exists with people who choose to drink the brand”.

In addition to the new pan-European television campaign, there will continue to be a wide range of Plan Ballantine’s marketing activity on a global basis including print, TV, radio, out of home, experiential events, PR, digital and social media. The Ballantine’s website www.planballantines.com and Facebook page for fans have also proved to be successful vehicles to build consumer engagement and interaction.

Notes:

Ballantine’s
Ballantine’s Finest is a complex blend of single malts and grain whiskies from four renowned whisky regions of Scotland – Islay, Highlands, Speyside and Lowlands. Its elegant signature style is a balance of soft and sweet, due to the key malts of Glenburgie and Miltonduff.

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 with a portfolio that includes Chivas Regal, Ballantine’s, Beefeater Gin, The Glenlivet, Royal Salute, Aberlour, Plymouth Gin, Longmorn, Scapa, 100 Pipers, Clan Campbell, Something Special and Passport.

For further information please visit: www.chivasbrothers.com