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MARKETING MATTERS
GOLDEN OLDIE INSTANT CLASSIC
The long-running and award-winning Geraldine Coates looks at Ballantine’s
Famous Grouse campaign broke the Scotch global ad campaign, which is already
advertising mould. It engaged with a wider making an impression on a brand that
consumer audience, and Geraldine Coates had been languishing
is thankful there are no plans to change it
Client: Chivas Brothers
The original brief for Famous Grouse advertising was simple: to Advertising agency: Marcel Paris, France
reverse the fortunes of the whisky in a moribund blended Scotch Creative directors: Nicolas Chauvin, Romain Favre
market by building a brand-centred advertising platform – Art director: Frédéric Gervais
one that engaged the consumer, made them love the
brand and helped it stand out from the crowd. Crucial to Despite Ballantine’s being the number three global Scotch, the
this was the need to break out of the whisky “cage” and brand was distinctly low profile when it languished in the Allied
get rid of those dreary images of dead stags, Domecq portfolio. Now that Chivas Brothers has its hands on it,
leather armchairs and twinkly old gents that it’s another story. The global “Leave an Impression” campaign
were doing Scotch no favours, particularly in launched last year in Germany, Brazil, Spain and Australia,
the drive to attract younger consumers. before being rolled out to another 60 markets, is ensuring that
The solution from Edrington Group’s agency Ballantine’s makes a serious impact in its key markets.
Abbot Mead Vickers BBDO was to animate the A classy TV and cinema spot is at the heart of the campaign.
bird from the traditional Grouse packaging and Entitled “Underground Music”, the film starts with a shot
allow it to star in amusing scenarios with a panning the exterior of an Art Deco building and then cuts to a
clever twist. Brilliant. Timeless too, young man seated in a lavishly appointed underground room.
as those first ads (launched in He pours himself a glass of Ballantine’s and settles down to
1996) still look fresh and modern. enjoy his favourite opera. As the strains of the haunting aria,
The distinctive visual style with its sung by Maria Callas, wind up through the building and outside,
clean white background, instantly everyone who hears it stops and listens in fascinated awe. The
recognisable music and witty copy last image is a close-up of the Ballantine’s bottle and the line:
allows for constant updating and so “Leave an Impression”. Beautifully shot and immaculately
far there have been around 25 scored, the ad encapsulates the values intrinsic to the
different executions. The first ads Ballantine’s brand: quality, distinction, artistry and originality. The
communicated core product message is clear – like the music and, indeed, as with all great
qualities – “Goes Down Smoothly”, for art, Ballantine’s demands your attention and is unforgettable.
example. Then came serve options such The connection with fine art is further reinforced through a
as “With Water”, followed by a more supporting print and outdoor campaign in which the Ballantine’s
generic focus through vignettes like bottle is presented as a contemporary art installation. In other
“Office Party” (with our hero perched on the executions the bottle outline appears as a blue fingerprint, while
photocopier in the time-honoured tradition of the office do). another resembles the physical imprint left by the bottle itself.
The recent Christmas campaign featured three entertaining 20- Aimed at a target audience of premium whisky drinkers in their
second adverts entitled “A-List”, “Beautifully Balanced” and “Perfectly early 30s who are looking for an accessible whisky with
Composed”. In the latter the Grouse is seen balanced steadily on a contemporary relevance, this campaign is certain to make its
rock in the middle of a heavy Scottish storm. The quirky humour of the presence felt.
commercials has universal appeal and the ads consistently score
highly in consumer awareness and recall. Commercially the
advertising has been an outstanding success. In the first two years of
the campaign sales grew 2% in a stagnant “grey” market and that
momentum has been maintained with Famous Grouse now a 3
million-case brand. The ads have also consistently won industry
recognition for creativity and innovation. Thankfully there are no plans
to change the format in the foreseeable future and why should there
be? If it ain’t broke, don’t fix it.
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