Helping Ballantine's find its soul

Ballantine's, a scotch whisky brand, launched a worldwide campaign to drive growth and contribute towards becoming a top 10 global spirit brand by 2025.

Campaign details

Brand: Ballantine's Agency: Crispin Porter Bogusky London


Ballantine's is the world's second biggest Scotch whisky brand and the largest in Europe, with an ambition to become a top-10 global spirit brand by 2025.

While Ballantine's was a truly global brand, it lacked consistency and emotional connection, especially amongst the strategic MATES target audience — a new generation of millennial whisky drinkers.

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