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

▶
the perfect mix
SMART_READER_LITE
LIVE PREVIEW

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

Jun 30, 2023 302 likes •667 views

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

slide-1
SLIDE 1

The Perfect Mix Building a brand for Millennials

slide-2
SLIDE 2

The Brand

slide-3
SLIDE 3
slide-4
SLIDE 4

No.1 Scotch Whisky in Europe

  • No. 2 Scotch Whisky Globally
slide-5
SLIDE 5

No.1 Scotch Whisky in Europe

  • No. 2 Scotch Whisky Globally

But needing to attract new consumers

slide-6
SLIDE 6

The Challenge

slide-7
SLIDE 7

Connecting our brand world with the world of Millenials!

slide-8
SLIDE 8

What is their world?

slide-9
SLIDE 9

Friendship at the heart of everything

slide-10
SLIDE 10

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

slide-11
SLIDE 11

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

slide-12
SLIDE 12

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

slide-13
SLIDE 13

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

slide-14
SLIDE 14
  • 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, Photography & Design Business Fashion

14

slide-15
SLIDE 15

The Solution

slide-16
SLIDE 16

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

slide-17
SLIDE 17

MUSIC BORN FROM PASSION, NOT COMPROMISE

slide-18
SLIDE 18

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

slide-19
SLIDE 19

TRUE MUSI C

ATL

DIGITAL CONTE NT

LIVE EVENT S

SOCI AL

ON- TRADE

EXPERIENTI AL

POS

PRODU CT

PR

slide-20
SLIDE 20

DIGITAL IS KEY

slide-21
SLIDE 21
slide-22
SLIDE 22

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

slide-23
SLIDE 23

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

slide-24
SLIDE 24
slide-25
SLIDE 25

BALLANTINE’S SPACE GLASS

Glass Hero Film 2x Documentaries Editorial Content

slide-26
SLIDE 26

BALLANTINE’S SPACE GLASS

Glass Hero Film 2x Documentaries Editorial Content

Over 20 Million people came with us on this journey!

slide-27
SLIDE 27

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

slide-28
SLIDE 28

WHAT IS BALLANTINE’S BRASIL?

slide-29
SLIDE 29
slide-30
SLIDE 30

BRASIL SHAKE – BTL Campaign 2016

 Over 9M views across Europe!

Hero Video Social Assets Last 3 Feet

slide-31
SLIDE 31

What did we learn?

slide-32
SLIDE 32

Understand their passions

slide-33
SLIDE 33

Understand their passions Be who you are

slide-34
SLIDE 34

Understand their passions Be who you are

  • Inspire. Entertain.

Be Brave

slide-35
SLIDE 35

Thank you!