Chivas Brothers is signalling its ambition to elevate Ballantine’s to outright number two in the world Scotch whisky league by unveiling an impactful new €40m global advertising campaign based on the first global positioning to encompass the whole Ballantine’s range for many years. Chivas Brothers estimates the brand is already ranked as the No 2 Scotch whisky in value terms, and aims to also take the outright No 2 volume position on the back of the new investment.

The global campaign - entitled ‘Leave an Impression’ - is the first created for Ballantine’s by Chivas Brothers.  It is expected to make a big impact among the key target audience for the current number three global Scotch following positive feedback in research and comes on the back of strong volume growth of 14% globally for the period July 2006 to March 2007 compared to the previous fiscal year.

Kicking off in key markets worldwide including Germany, Brazil, Spain and Australia before rolling out to a potential 60 markets, the attention-grabbing campaign is designed to enhance Ballantine’s reputation for quality, status and style in high-impact TV, cinema, print and poster runs.

The TV and cinema advert at the heart of the campaign - entitled ‘Underground Music’ - features a man in his early thirties unwinding with a glass of Ballantine’s in a plush underground chamber. Inspired by his favourite whisky - and exhibiting the same values as Ballantine’s - the advert’s hero leaves an impression on others in a unique and individual way by piping out the sounds of a distinctive opera that stops everyone who hears it in their tracks as the enchanting music drifts up to street level. The hero’s attitude and choice of music (the opera of Alfredo Catalini) perfectly reflect the Ballantine’s values of style and substance to leave an impression on everyone.

The advert, filmed in Buenos Aries, is available in 100, 60, 40 and 30 second versions whilst a series of stylish print creatives, which also focus on the impression left by the Ballantine’s brand, will further bolster the campaign for use in print and out of home media. One features the iconic Ballantine’s bottle outline as a blue fingerprint, while another appears to be the physical imprint left by the bottle itself. Created in a contemporary art style, the advertisements are highly distinctive and are expected to stand out against those of Ballantine’s competitors.

The ‘Leave an Impression’ campaign is the culmination of 12 months of exhaustive research* and development and centres around the key finding that whisky lovers see Ballantine’s as an expression of their own individuality. Just as Ballantine’s leaves an impression because of its quality and status, by ordering a glass of Ballantine’s consumers are making an impression on those around them by demonstrating their taste and style. The campaign continues this theme by inviting and challenging drinkers to leave an impression in whatever they do.

Peter Moore, Ballantine’s Finest and 12YO Brand Director, says: “Building on the Ballantine's long-established reputation for quality and creativity, the ‘Leave an Impression’ campaign drives home the brand’s strong sense of identity, whilst giving it a new contemporary relevance. The campaign is all about individuality – knowing who you are and what you want. It’s about leaving an impression by being true to yourself and living, like the Ballantine’s brand itself, with a strong sense of originality, charisma and style.”