Ballantine’s makes its packaging heard

Ballantine’s has released a new bottle designed to look like a speaker, as part of its “Listen to your beat” on-trade campaign.

There are two variatiosn of the packaging for the Ballanetine’s Finest, the brand’s leading expression. The first simply features an image of a speaker, while the second lights up intermittently, seemingly in time with ambient music. It is powered by either batteries or mains electricity. The bottle is designed by packaging agency The Core and is available exclusively to the on-trade.

The “Listen to your beat” campaign is based on the idea that “listening to your own beat and following your instincts, you will make choices that leave an impression on others”.

The ‘Speaker’ bottle will be available to bars and nightclubs in key markets. The Speaker is the successor of the ‘graphic equaliser’ bottle that was launched with great success in 2009.

Global brands director for Ballantines, Peter Moore, said: The ‘Listen to Your Beat’ campaign has energised our on-trade accounts by engaging consumers with creative and pioneering packaging.  This latest development builds upon the brand’s reputation for innovation and highlights its ongoing association with music.”