New Look, Same Great Taste - Ballantine’s Updates ImageJuly 26, 2013 By: Nightclub and Bar
Ballantine’s has unveiled a bold new-look bottle for its Finest expression, highlighting its suitability to the modern generation of whisky drinkers and ensuring it remains top of mind for customers.
The new bottle will begin appearing in markets this July and embraces traditional Ballantine’s attributes such as timelessness, elegance and authenticity, while becoming more contemporary in style. This design evolution stays true to founder George Ballantine’s pioneering values and relentless pursuit of quality, never settling for less than the finest and travelling to the four corners of Scotland until finding the perfect blend of malts and grains for his whisky.
With design elements including a chevron-shaped label that echoes the iconic wings of the historic Finest label, the new look gives the bottle a more dynamic, eye-catching look on shelf. Premium quality cues have been enhanced through a more prominent positioning of the brand’s crest – the exclusive Ballantine’s Grant of Arms – and a simplification of the Ballantine’s seal, which amplifies the Ballantine’s ‘B’ and provides an opportunity to build on one of Ballantine’s greatest visual assets. ‘Finest’ also now features in a more premium gold coloring.
The Ballantine’s Finest carton will also reflect and emphasize the key features of the bottle; the chevron label, enhanced ‘B’ and the Ballantine’s crest, while the bottle itself will retain the iconic rectangular bottle shape that it is famed for, with its shoulders made more angular, resulting in a sharper, prouder look.
The overall result is an iconic, contemporary design that is true to the Ballantine’s Finest brand essence and its original packaging, building on and enhancing its most familiar elements, which have led to its position as one of the most consistent and recognizable brands in the world.
“The new bottle performed very well in consumer research tests within our key markets and outperformed our highest expectations. It was acknowledged by those tested as being confident and modern without losing its heritage and quality cues, so we hope that this and our exciting marketing activities will translate into further success for Ballantine’s and will continue to engage people across the world.”
The new Finest range will be available in a wide range of sizes and formats and will be accompanied by a teaser ATL campaign. The ATL campaign contains two routes, with one focusing on the brand’s quality, consistency and originality under the headline, ‘Always Original Since 1827’. The second route is more product focused with the headline, ‘New Bottle, Same Great Taste’.
The new bottle also introduces Ballantine’s new global marketing campaign, “Stay True, Leave an Impression”, which acts as a reminder to the customer that acting with self-belief is what will leave a genuine, authentic and positive impression. The line will feature on all brand communications across all product variants, but with different features and nuances to reflect the range of products and varying customer groups.