The Perfect Mix Building a brand for Millennials The Brand No.1 - PowerPoint PPT Presentation

The Perfect Mix Building a brand for Millennials

The Brand

No.1 Scotch Whisky in Europe No. 2 Scotch Whisky Globally

No.1 Scotch Whisky in Europe No. 2 Scotch Whisky Globally But needing to attract new consumers

The Challenge

Connecting our brand world with the world of Millenials!

What is their world?

Friendship at the heart of everything

Friendship at the heart of everything Music is the rhythm of life

Friendship at the heart of everything Music is the rhythm of life Experiences Over Possessions

Friendship at the heart of everything Music is the rhythm of life Experiences Over Possessions Generation Visual

Friendship at the heart of everything Music is the rhythm of life Experiences Over Possessions Generation Visual Choosing authentic, accessible, quality brands

• Quant Research showed that movies, technology, music and travel are key areas of interest for Millennials 75% 72% 71% 70% 65% 59% 49% 37% 30% 30% Movies & TV Technology Music Travel Sports Video Gaming Food & Drink Art, Business Fashion Photography & Design 14

The Solution

MUSIC BORN FROM PASSION, NOT COMPROMISE PRODUCTS WHICH MOVE BEYOND TRADITIONAL BOUNDRIES ACTIVATION IN THEIR WORLD

MUSIC BORN FROM PASSION, NOT COMPROMISE

DISCOVER THE ‘STAY TRUE’ MUSIC STORIES OF THE THE W WORLD ORLD 7x 7x LIVE LIVE SHO SHOWS WS – 292 292K K VIEWER IEWERS S FOR FOR AVER ERAGE GE OF OF 32 32MIN INS TOTAL L VIEWS IEWS TO O DATE TE = = 35M 35M

ATL DIGITAL PR CONTE NT TRUE LIVE PRODU MUSI EVENT CT S C SOCI POS AL ON- TRADE EXPERIENTI AL

DIGITAL IS KEY

Would Millenials come with us on journey into space? Be part of a drinking adventure?

Would Millenials come with us on journey into space? Be part of a drinking adventure? Would they be prepared to dream…

BALLANTINE’S SPACE GLASS Hero Film Glass 2x Documentaries Editorial Content

BALLANTINE’S SPACE GLASS Hero Film Glass 2x Documentaries Editorial Content Over 20 Million people came with us on this journey!

Finally… Did they want to have fun? Were they up for some Brazilian passion!

WHAT IS BALLANTINE’S BRASIL?

BRASIL SHAKE – BTL Campaign 2016  Over 9M views across Europe! Hero Video Social Assets Last 3 Feet

What did we learn?

Understand their passions

Understand their passions Be who you are

Understand their passions Be who you are Inspire. Entertain. Be Brave

Thank you!