Ballantine's Whisky: Open What You’ve Never Opened

RELEASING BALLANTINE’S SINGLE MALTS TO THE WORLD

Cubo creates integrated campaign to launch Ballantine’s first Single Malt range

25th October 2017: Ballantine’s – the world’s No. 2 largest blended Scotch whisky brand – is pleased to share its new integrated campaign from creative agency Cubo. Encouraging consumers to “Open What You’ve Never Opened”, the campaign has been created to celebrate the brand’s first ever range of Single Malts.

Having made the decision to launch a range of Single Malts that bucked the shift towards non-aged malts (each of the Single Malts is aged for 15 years), Ballantine’s wanted a creative concept that really reflected the boldness of its product strategy.

To promote the three Single Malts and reinforce their relation to the original blend, Cubo proposed a campaign which visually encapsulated the modernity behind Ballantine’s decision, against the backdrop of the traditional Single Malt landscape.

As well as being evident in every element of the campaign, the marriage of the traditional and modern was also a key consideration in the development of the creative assets. Cubo tasked award-winning illustrator Si Scott with doing something he had never done before, creating a range of 3D VR sculptures to represent the energy at the heart of Ballantine’s original blend escaping into the new range. These sculptures then formed the centrepieces across the entire suite of assets, from moving picture to still imagery.

The VR sculptures, combined with traditional imagery associated with malts, perfectly embodies the juxtaposition between the heritage and quality of Ballantine’s, and the innovative nature of this new range.

Racheal Vaughan Jones, Senior Global Brand Manager at Ballantine’s comments: “Provenance has been the star of the show in most spirits marketing over the past few years. However, whilst we’re proud of our heritage we wanted to really show how we are shaking the sector up. The disrupted visual landscape that Cubo has created for us is perfect – it shows the flow of our evolution without losing the essence of the Ballantine’s brand, and we’re looking forward to seeing how customers respond to the campaign.”

Jonathan Sant, Creative Director at Cubo concludes: “Ballantine’s decision to launch a range of aged Single Malts was a big move for a blended Scotch brand, so we wanted to ensure our concept matched up. The bravery of Ballantine’s gave us a fantastic opportunity to break from the norms and deliver a strategic, creative concept that helps future-proof the brand. What excited us is that these Single Malts have been locked away in one of the world’s most loved whiskies for 190 years and they are finally being released to enjoy. So the contrast of traditional ‘whisky world’ iconography mixed with an incredibly new and exciting artform works as a great visual metaphor. So far we have had a very positive response to the campaign, and we hope this continues with Single Malt drinkers all over the world”

The launch campaign – which will be rolling out across 25 markets, starting in Taiwan and Global Travel Retail (GTR) – includes a series of four launch films and a launch event (featuring an ice-cream and whisky pairing). Cubo also created design guidelines for Ballantine’s, in-store design collateral, assets for social and PR, and a supporting brand ambassador mentoring programme.

Images and film available for download here: DOWNLOAD

ENDS

Credits:
• Client: Ballantine’s
• Creative agency: Cubo
• Creative Strategy: Nick Ward & Mariah Dillon
• Group Creative Director: Trevor Chambers
• Creative Director: Jonathan Sant
• Copywriter: Alana O’Sullivan
• Account Director: Ashley Benaroya
• Senior Account Manager: Lloyd Jones
• Production company: Agile Films
• Director: Emile Rafael
• Producer: Hayley Williams
• Post Production for moving image: Grant Henderson (Agile Films) and Ben Jones (Cubo)
• 3D Lead Artist: Si Scott
• Post-production for stills: Pics

Notes to editors: Further information, images and interviews available on request from Ashleigh or Alex at TMF: ashleigh.roberts@themediafoundry.com | alex.green@themediafoundry.com
+44 (0) 207 612 1155

The new range includes Single Malts from three of Ballantine’s key distilleries - Glenburgie, Miltonduff and Glentauchers, all of which form the core of their famous blend.

About Ballantine’s
Ballantine’s is the No.1 Scotch whisky in Europe and the No.2 Scotch whisky in the world with the range selling over 70 million bottles a year worldwide. Ballantine’s has won more than 130 trophies and medals at international competitions in the past 10 years for its outstanding 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 Master Blender Sandy Hyslop, continuing the brand’s tradition of Master Blenders that dates back to 1827. In 2013, Ballantine’s continued its innovative approach by launching Ballantine’s Brasil, a spirit drink made from selectively cask steeping Scotch whisky with Brazilian lime peel.
www.ballantines.com | @Ballantines



About Chivas Brothers
Chivas Brothers is the Scotch whisky and premium gin business of Pernod Ricard, the world’s no.2 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.
www.chivasspirit.com |@ChivasNewsRoom

About Cubo
Based out of London, Cubo is an independent creative agency that specialises in helping brands overcome consumers’ growing indifference to the sea of communications pushed out by brands.

To help to enhance consumer’s overall experiences, perceptions and memories of brands, Cubo uses the most relevant marketing science to inspire and direct creative ideas that stick in people’s minds.

Brands Cubo currently represent include SeaWorld Parks & Entertainment, Pernod Ricard UK, Chivas Regal, Aberlour, Brompton Bikes, De Montfort University, Kingston University and Sol Hotels.

For more information please visit: www.cubo.com