Agency: Geometry Global Hong Kong
Campaign Strategy
Ballantine's is highly regarded in the Korean market, boasting the largest market share in the country out of both the blended and single malt segments. But this position has recently been challenged by single malts, which are perceived as "trendy" and "superior".
We needed to recapture market share and rebuild brand loyalty among whisky drinkers by making them see the value and merit of blended whiskies against single malts. To this end, we decided to appeal to their sense of identity.
People often find pride in their drink of choice, and many...