YCN... Packaging Research (Dragon Rouge 3)

-Ballantines, Whisky.

Again, another Dragon Rouge creation. Their brief was to attract a new audience of whisky drinkers, a very similar brief to our YCN brief. There were similar restrictions to the brief we are following such as being 'sensitive to brand equities'.

Although this is a design for a more traditional drinker, what stuck out to me was the finishing method, the UV varnishing, which makes the bottle stand out more when behind the bar. This is something to consider, as this may effect the consumers choice when at the bar. Also with the brief being similar to the one we are working on, it instantly caught my attention.

Linked in with this was the Ballantine Activation, a project to create a buzz and excitement for this drink, particularly to engage with young entrepreneurs.

This design works really well, using the Blue from the bottle, as part of a gradient towards a lighter blue to make the product stand out more. The format would not work as a portrait and the way it has been framed looks effective. Part of the pattern in the background uses the number 12, which creates an original looking piece of work. The words ' Takes You Beyond' in capitals, really addresses and speaks to the audience, as if the poster is going to take you beyond as well.

The Brief:

Context

Creating a buzz about a drinks brand calls for real energy and imagination. Competing brands are constantly upping the stakes on trade to get their product noticed. Ballantine’s wanted to create the right talk in the bar to make their 12 Year Old whisky the drink of choice for the young stylish entrepreneur. They needed a big idea.

Challenge

While whisky drinking is booming in Asia, in other national markets, it has lost out in others to vodka as the style-setters tipple. Our challenge was to get bar tenders and consumers excited about Ballantine’s 12 Year Old’s flair and authenticity – the stylish, sophisticated, approachable choice for the drinker in their 30s. Our idea for a theme needed to be capable of stretching across bar environments, event invitations, competitions and the kit that goes with a good drinking ritual.

Solution

Our core idea was ‘Ballantine’s Takes You Beyond’ which inspired trompe l’oeil features for bar interiors, 3D wall art, bar tender aroma kits and uniforms and competitions – all designed to create theatre and get the brand talked about (and tried) in all the right places. We helped turn B12 into an attractive choice for an entirely new customer. To top it off, our Beyond idea was then used by their advertising agency in a major global campaign.

To me, this is a great idea, people don't always want to take notice of websites as it requires work, and remembering the site address. Having some kind of interactive experience involving the bar staff and customers seems an interesting, easy way of engaging their potential new consumers.