Campaign details
Brand: Ballantine'sAgency: Crispin Porter Bogusky London
Summary:
Ballantine's is the world's second biggest Scotch whisky brand and the largest in Europe, with an ambition to become a top-10 global spirit brand by 2025.
While Ballantine's was a truly global brand, it lacked consistency and emotional connection, especially amongst the strategic MATES target audience — a new generation of millennial whisky drinkers.
Within the offices of owner Pernod Ricard, Ballantine's was referred to as a 'hollow giant'. We were given a clear challenge, "help us find our soul".
Deciding to continue to build equity in the...