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GLOBAL: Ballantine’s makes ‘impressive’ investment

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Chivas Brothers has launched an extensive campaign to promote its entire Ballantine's Scotch whisky range internationally.

The Pernod Ricard-owned company said yesterday (16 May) that it is investing EUR40m (US$54m) in the global positioning of its Ballantine's range and aims to take the outright number two volume position in the world Scotch whisky league.

The campaign, entitled 'Leave an Impression,' involves television, cinema, print and poster advertising as well as on-trade promotions and sponsorship. At the same time, Chivas will launch a new website for the brand at www.ballantines.com.

"What we found when we looked at Ballantine's was that it had a variety of positions in different markets," said Peter Moore, brand director for Ballantine's Finest and 12YO. "To some extent it had fragmented a bit. The net result was that it didn't feel like one family of Ballantine's, but a series of different brands and we didn't think that was appropriate. We wanted the brand to leave an impression."

The worldwide campaign will kick off in Germany, Brazil, Spain and Australia before rolling out to potentially 60 markets, according to Chivas. The campaign will be supported by a redesign of the brand's packaging, offering one global pack identity.

"Ballantine's has had a bit of a chequered history," Moore concluded. "It has never been quite sure what it actually was and the packs have been quite different. In some markets you'll even find two of them. We think the new design is understated, but stylish."


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