BALLANTINE’S TIME WELL SPENT
How street culture drove relevance amongst a Gen Z audience for a 200 year old whisky.
Ballantine’s, the Pernod Ricard owned premium scotch whisky, has long enjoyed a strong reputation in key Asian markets such as South Korea and China. However, in recent years, it has struggled to maintain relevance with a younger audience, an increasing majority of whom saw Ballantine’s as a whisky for an older generation. Our campaign for the brand is helping re-position it for this new, important audience.