Ballantines
Scotch whisky producer Ballantines wanted to improve off-sales in the Austrian market and differentiate itself on the shelf from the other whisky brands. Of particular interest was the home drinking market, which has become increasingly lucrative.
Approach
An innovative on-shelf promotional pack was developed in conjunction with a major CD-rom based game company. The computer game, a murder mystery based on the style of an Agatha Christie thriller, combined the UK brand heritage with a shared home drinking experience.
Results
This campaign is currently running, but early comparison with previous on-pack promotions indicates significantly higher sales. It is anticipated that the promotional packs will sell out within a month of launch.
Involvement
This work was undertaken by BBN Austria.
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