Ballantine’s rolls out new ATL campaign

Ballantine’s Scotch whisky has unveiled a new above-the-line marketing campaign focusing on the brand’s “distinctive long finish”.

The “True Taste Lasts Longer” campaign aims to return the brand to the “original values” of founder George Ballantine by “visually illustrating” the whiskymaking process, from raw materials all the way through to the whisky’s long finish on consumption.

It features work by renowned photographer Shinichi Maruyama, who has created a flowing whisky motif. His imagery features prominently on the out of home visuals.

A series of video edits for the campaign take Maruyama’s abstract style further, with a “montage of elemental and emotive motifs” accompanying images of a man drinking Ballantine’s with friends.

Peter Moore, Ballantine’s global brand director, said: “Ballantine’s is a truly global Scotch whisky that speaks to a diverse audience worldwide through its extensive portfolio, so our whisky deserves an above-the-line campaign that can effectively communicate its quality and craftsmanship across all cultures and demographics.

“True Taste Lasts Longer realises this ambition, uniting our portfolio of award-winning whiskies with one visual identity. We are extremely excited to launch this campaign and continue to inspire whisky enthusiasts throughout the world with the unique taste of Ballantine’s.”

True Taste Lasts Longer launches in Brazil on 15 October with a global roll-out to follow.

Last month, Ballantine’s unveiled its new Artist Series of limited edition whisky bottles.