Brief: A print campaign for increasing the appeal of the brand for sophisticated young consumers. Ballantine's wants leave an impression on people, not exaggerating but rather expressing elegance in a natural way and with a strong sense of individuality.
Target: 25-35 years
- 70% men, unconventional, keen on fashion but with a strong individuality, with a high SES (Socioeconomic status)
- Scotch whiskey drinkers + non-rejectors category
Solution: Make Ballantine's as an integral part of events and parties. Using young people to express the sophisticated lifestyle.
Concept: The posters represents young people who appreciate luxury and respect quality and thereby spend a great time accompanied by Ballantine's. Each poster represents target in various sort of events.
Keywords: Elegant, Chic, Refined, Unconventional.
Look and Feel: Fashionable, Eye tracking, Contemporary, Unique.
Tone of voice: Consistent, Dynamic.
Claim: LEAVE AN IMPRESSION.