Ballantine’s is continuing to strengthen its position as the No 2 Scotch whisky in the world, by unveiling an international advertising campaign for Ballantine’s Finest entitled ‘Plan B’ - a clever link with the idea of a ‘Plan Ballantine’s’.

 

The campaign is an extension of the existing ‘Leave an Impression’ global positioning which continues to encompass the entire Ballantine’s range. The campaign has been rolled out in Germany*, Romania, Poland, Turkey, Finland, Morocco, Italy and Chile, with additional markets such as Mexico, Venezuela and Spain, launching in March 2010.

 

Agustin Beccar Varela, International Marketing Manager for Ballantine’s, explains: “Plan B is a strong communication platform which will play an integral role in reinforcing the brand essence of flair and authenticity, across all markets. It has researched extremely well around the world, with consumers welcoming the creativity and individuality conveyed in each execution. By linking to significant situations in our consumers’ lives, the campaign increases its emotional engagement and has a strong call to action”.

 

Plan B is about leaving your mark by having the courage to do things your own way, rather than following the crowd. The campaign embraces a way of living that is true to Ballantine’s and encourages consumers to show self confidence through creativity. Above all it is a way of life that is aspirational and inviting for others, as demonstrated in ‘Pick a Route – Not a Routine’, the execution which shows a commuter on the river, rowing to work, while others take the train.

 

The six-strong range of print and out of home creatives form part of an impressive global 360° marketing-mix which includes on and off trade activity, TV, radio, experiential brand events, PR and digital activity including iPhone applications and a presence on Facebook, You Tube, Twitter, Flicker. A new website www.planballantines.com has also been launched.