Ballantine's Design & Branding BALLANTINES 12 YEARS OLD SERVING RITUAL BY LEE BROOM by Being

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Industry Whiskey
Media Design & Branding
Market France
Agency Being
Creative Director Nicolas Couagnon
Released April 2012

Credits & Description

Category: iii. Premium Brand
Agency: BEING
President/Chief Executive Officer: Bruno Tallent (Being)
Creative Director: Nicolas Couagnon (Being)
Managing Director: Antoine Lesec (Being)
Consultant: Julie Delle Vedove (Being)
International Marketing Manager: Blanca De La Infiesta (Chivas Brother)
International Brand Manager: Penny Capper (Chivas Brother)
Media placement: Gift Box - Premium Liquor Store - 18 April 2012
Describe the brief from the client
Ballantine’s 12 YO is a young brand on Chivas Brothers portfolio. In order to increase awareness, build brand universe and create convenience with its target, the brand wanted to develop its first Artist Partnership limited edition.
The brief was to find the right artist who would be able to embody perfectly, and to push further the brand concept: 'Beyond'.
The agency recommended us to work with a young, creative and upcoming British designer, to give storytelling keys and strong consistency to the project: Lee Broom.
Describe the challenges and key objectives
The main challenges and objectives of this type of project was to find the right partner based on several criteria:
- To be renown by the brand target, and in the markets all over the world.
- To be an efficient PR leverage in generating large press coverage.
- To be unexpected enough to generate buzz and word of mouth.
- To be perfectly in line with the brand DNA and universe
Describe how you arrived at the final design
The aim was not to make one more limited edition bottle, but to develop an unexpected tasting ritual to nourish Ballantine’s 12YO brand equity and develop brand visibility and experience on-trade.
Lee Broom is known to mix heritage and modernity. He loves visual effects and whisky decanters are an iconic element of his creative universe.
For Ballantine’s 12YO, he designed a 'beyond' Decanter Serving ritual: A trompe l’oeil crystal decanter (to enrich the tasting experience) that becomes for the consumer a full tasting ritual with glasses, and mini-decanter on a silver tray
Give some indication of how successful the outcome was in the market
Lee Broom is now becoming one of the most influencing designers of his generation. It’s a great opportunity for Ballantine’s to be associated to him during now.
The Decanter global launch is sure to be a success as it will be organised during April 2012 Milano Design Fair into Lee’s Showroom. As for each of his past events, the most influencing press titles and blogs representatives in design, lifestyle or trends fields have already confirmed their presence.
Due to the period (Milano Design week) and to Lee Broom’s aura, we are expected a large press coverage and a lot of buzz and word of mouth around Ballantine’s Ritual launch.