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New global look for Ballantine’s 12
Ballantine’s 12 Year Old has been rejuvenated with new, globally consistent packaging, and will be supported by a new marketing campaign with the strapline "leave an impression".
Along with its new livery, the 12 Year Old is now being more specifically targeted, primarily at “premium whisky drinkers in their early thirties”.
Until now the blended Scotch has been available in various packagings in international markets, something that owner Chivas Brothers (which also counts Chivas Regal in its blended Scotch portfolio) inherited when the brand made its transition from Allied Domecq’s portfolio in 2005. According to global brand director, Peter Moore, “We are confident this new look gives Ballantine’s 12 Year Old the status it rightfully deserves.” In Europe and the Americas, 12 Year Old provides consumers with an option to trade up from the entry level Finest, while in Asia it provides an entry point to the aged range.
The supporting marketing campaign will make use of Ballantine’s new “leave an impression” advertising platform.
Design agency Dragon is responsible for the new packaging design. Design director Chris Barber explains that the goal was “to attract a younger, more discerning consumer whilst retaining the quality and authenticity of the brand’s heritage.” This resulted in a split label, new bottle shape, and a pewter seal.
© Clinton Cawood, db 17 October 2007