M&C’s not quite true Ballantine’s legend

Here’s another unlikely legend about a spirits brand. This one admits it’s not true: Ballantine’s threw away its original recipe, reinvented itself, then backtracked, diversified into products like Ballantine’s finest pickled eggs that are aged for 10 years…and none of it is true.

Why? Because the real story, that Ballantine’s stayed true to everything George Ballantine believed in, “wouldn’t make such a flashy film.”

And because making fun of competitors’ legend ads makes a stodgy brand a bit edgy and very friendly.

M&C Saatchi London’s Could Be True is part of Ballantine’s global Stay True campaign – and pairs up with the straight story.

The campaign also invites viewers to tweet their own #CouldBeTrue ideas for ridiculous things Ballantine’s could have made or done. The best suggestions are being mocked up on Ballantine’s Twitter feed, where there are stories about whisky-flavored cookies, toothpaste, cologne and whisky blended with river water.

This new campaign is the latest in a series of successful marketing initiatives from Ballantine’s, most of them through digital media. So far, so good: Ballantine’s is showing substantial annual growth in all of its key markets according to IWSR 2013 data – South Africa (109%), Brazil (51%), India (18%), and Poland (13%).

M&C Saatchi London, global client director, Jeremy Hemmings, commented, “We are hugely excited to launch this latest Ballantine’s Stay True campaign. We’ve had a great time delving into Ballantine’s rich history and using some creative licence to highlight just how the brand has always stuck to what they do best. The result of which is this engaging, humorous campaign that really showcases what Ballantine’s is all about – Staying True.”

Ballantine global brand director, Peter Moore, added, “As a brand that prides itself on its reputation for innovation, we have long understood the potential that engaging, digital content provides, allowing us to connect with the modern whisky drinker. With these new films, we’re aiming to tell the story of Ballantine’s in a surprising and light-hearted manner, and one that is unexpected of a Scotch whisky brand. We are hopeful that this approach will capture the attention of our audience, showing them that while Ballantine’s is a well-established brand with a long history of tradition, we have a sense of humour and an individual style, making us a brand that remains relevant today.”