Ballantine’s 12 Takes Customers Beyond with the Story of Serve

Ballantine’s, the No. 1 Scotch whisky in Europe, is aiming to increase awareness of Ballantine’s 12 with The Story of Serve; an interactive online film experience. Exploring the Ballantine’s 12 Serving Ritual – a beautiful crystal decanter created by award winning designer Lee Broom – the film encourages and rewards sharing with friends via social media.

The experience is described as “a YouTube puzzle that takes you beyond”. The puzzle appears as one film, split into nine YouTube players, which have to be rearranged in the right order for the film to play. Once the puzzle has been solved, customers will discover The Story of Serve; taking them beyond the usual expectations of the way that whisky can be drunk. At the end of the film, viewers can enter a draw to win one of these exclusive decanters – which splits into three sections to hold whisky, ice and water or a cocktail combination – by sharing the experience through Twitter or via email.

Peter Moore, Global Brand Director for Ballantine’s comments: “Our customers are spending more time online than ever before, so we have created a range of innovative activities to pique their interest, whilst also raising awareness of Ballantine’s 12. Partnering with the brilliant designer Lee Broom in creating this unique decanter highlights the credentials of Ballantine’s 12 as a contemporary whisky, taking customers beyond the usual conventions.”

The Story of Serve will be available in both English and Spanish and is optimised for web and tablet viewing. The initiative will be promoted via Ballantines.com, Facebook and selected whisky blogs. Users across the world will be able to take part in the puzzle, with customers from a wide range of countries able to participate in the competition. The competition is open now and will run until 1st July 2013.

The Story of Serve follows a range of innovative digital activities from Ballantine’s, including the award-winning* app “Loud Blue” and the Ballantine’s 12 Taste app, which saw the creation of a new typeface inspired by the core flavours of the expression.

To explore Ballantine’s 12 ‘Story of Serve’ visit http://serve.ballantines.com

Notes:

*Ballantine’s Loud Blue won The FWA Mobile Award of the Day in January 2013

Countries featuring “The Story of Serve” include Brazil, Chile, Spain, Mexico, Japan, Venezuela, Argentina, Italy, UK, Bulgaria and Poland.

About Ballantine’s
Ballantine’s is the No 1 Scotch whisky in Europe and the No 2 ultra-premium Scotch whisky in Asia, and the range sells over 70 million bottles a year worldwide. Ballantine’s has won more than 120 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 exclusive 40 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 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.

For further information please visit www.chivasbrothers.com