Ballantine’s is highly regarded in the Korean market, a famous and widely recognized blended Scotch whisky brand with the largest market share in the country. But recently, this position has been challenged.

There has been an upward trend of consumers choosing Spirit-based cocktails and Soju over whisky, and even whisky drinkers are gravitating towards single malts, which are perceived as “trendy” and “superior”.

In a climate where single-malts are becoming all the rage, our objective was to recapture our market share and rebuild brand loyalty among whisky drinkers, particularly travelers. We needed a way to make our audience see the value and merit of blended Scotch whiskies against single malts.

To ensure our campaign effectively reached our target audience, we optimized it to connect with them throughout their travel journey.

We launched the campaign on social media with Facebook ads celebrating personality archetypes. The ads, supported by online banners and posters, lead to the ‘Stay True to Your Blend’ mini-site where our audience was invited to take the personality test. Once completed, they were rewarded with a voucher for a tasting experience which drove them to the airport store.

Travelers who did not encounter our campaign before reaching Incheon airport were greeted by geo-based ads on arrival, inviting them to take the test in-store.

Within the stores, customers could discover their blend by experimenting with our Interactive Blending Table. Participants were encouraged to share their test results on social media, amplifying the campaign’s reach.

Finally, a series of online films encouraged everyone to Stay True to Their Blend.