Chivas Brothers-owned Scotch whisky brand Ballantine’s has revamped its global online portal, as it puts digital at the heart of its marketing strategy. The new site has been created by digital agency Mook.
The agency won the business following a competitive pitch late last year and has developed the site, which rolls out this month.
It will feature a multi-lingual online brand destination, together with the digital campaign to support the brand’s global strategy. Ballantine’s brand manager Nancy Baghdadi says: “Online activity has become a key part of Ballantine’s marketing mix.”
Ballantines.com has ditched its traditional corporate portal in favour of an interactive experience designed to encourage consumer interaction and build relationships. There is also a microsite to support the global marketing push, which has branded content and aims to generate “buzz and peer referral” – online users discussing and recommending the drink.
The launch will coincide with an offline advertising push, which will include press and TV.
Ballantine’s range sold 5.3 million 9-litre cases in the year to July 2006), the world’s third-biggest Scotch whisky brand by volume.