Promotional game 5th Element for playing in bars and night clubs with promotors. Promotion objective was to increase awareness of Ballantine's brand (by not using Ballantine's logo) and to educate consumers about scotch whisky taste. ...There are four elements that influence whisky taste (water, earth, fire and air), so we decided to name the game 5th Element, which represented the whiskey itself.
The promotion: with every purchase of Ballantine's drink, consumer got to pick one playing card. The prize depended on which card he pick (free drink for the card with 5th Element logo, better luck next time for the empty glass card, flask for the water card, ball for the air card, lighter for the fire card and picnic blanket for the earth card).