Ballantine’s sits atop the best-selling whiskey list worldwide, steeped in luxury and tradition, yet found itself in need of contemporary relevance with younger sophisticates. We created a compelling on-trade campaign for Ballantine’s Finest, called ‘Listen to your Beat’ to introduce our super-charged package design that included electro-luminescent inks that appear to react to the sounds passing through it.
In addition to the ground-breaking use of technology in packaging, we crafted limited edition runs and sought strategic placement in key markets, such as on-trade and duty-free. This comprehensive program successfully reenergized the brand and caught the attention of the younger audience.