Whiskey brands used to focus on an older target market. Well-heeled, sophisticated and somewhat serious. But a younger market offers growth opportunities that can’t be ignored, and many whiskey brands have updated their marketing, using advertising to create an image of friendship, fun and whiskey.
Ballantine’s has taken a different approach. Partnering with a high-tech clothing company, they have combined creativity and technology so advanced that it is not yet available, using this video to promote their concept and pique the interest of a new target market.
But it looks like they may have overestimated the impact of this campaign. The technology is amazing, but the campaign raises a few questions:
1. Is it cool, or is it geeky?
2. Does the technology say anything about the whiskey?
3. Have they strayed too far from their brand values?
4. Does this campaign sit well with their other marketing?
5. Are Ballantine’s getting as much from the campaign as their partner?
6. Did the technology hijack the strategy?
I may eat my words in six months’ time, but after three months, with approximately 238 000 Facebook likes, fewer than 1200 Twitter followers, and only around 600 000 YouTube views (compared to over 811 million for Gangnam Style, for example), this international campaign isn’t looking good.
If you’d like your marketing to be strategy driven, give Octarine a call, and let’s talk.
Now this is brilliant marketing!