Ballantine’s, the well-known brand of blended Scotch whiskies, intended to launch the new Ballantine’s Finest and wanted to also use the occasion to reposition the brand. The final goal was to be able to approach the Millennials generation. A secondary goal was to convey to the consumers all the many different ways to drink the Ballantine’s Finest, usually appreciated mainly by middle-aged men, straight or over ice, at their home.
The integrated campaign “Ballantine’s here’s to love” includes print, social media coverage, and a mobile App. Taking the cue from new dating apps, this campaign speaks to the new way in which Millennials interact and socialize: giving lovers, singles, and friends the opportunity to discover the new Ballantine’s Finest in a cocktail, perfectly served in some of the coolest and coziest bars in their town.
Mobile App : how it works
The mobile app is similar to a dating app, but incorporates informations about the product, how to use it and where to find it.
Once the user signs in to the app, they can discover friends or new people that are using the app nearby. Similarly to a dating app, users can message the each other. A section of the app will show Ballantine's featured drinks, suggesting unexpected but delicious ways to taste whiskey. Each cocktail will have a recipe that the user can explore and try at home. The last section of the app will show the locations where Ballantine's featured cocktails will be served, giving an opportunity for the brand to reposition and get linked to the hip bars in town.
When one use create matches another user, they have the possibility of picking a location and download a token that will allow them to try one of the featured cocktails at a discounted price.
Goals achieved by the campaign:
1. Reaching the young population
2. Suggesting new ways to drink the product
3. Repositioning the brand thanks to the selection of the bars
4. Encouraging the consumers to try the product