THE ART DIRECTOR
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Ballantine's | Stay True to Your Blend

Ballantine's Stay True to Your Blend

In order to revive interest in blended Scotch whiskies in South Korea, a market that was increasingly gravitating towards single malts, we needed to demonstrate the variety and versatility of blended whisky and prove that Ballantine's has a blend of whisky for every blend of personality.

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The blend is what makes Ballantine's truly unique, a flavor that is dependent on a harmony of fifty different single malts and four single grains. And just like Ballantine's, our blend is what makes us who we are.

NOBODY'S A SINGLE MALT.
WE'RE ALL A BLEND OF DIFFERENT PERSONALITY TRAITS.

People often find a sense of pride in their drink of choice. Through this campaign, we wanted to show that what you choose to drink can reflect who you are. We appealed to their sense of identity and celebrated their individuality.

 
 
 

16 Personality Blends

Based on Carl Jung's theory of archetypes and the Myers-Briggs personality type test, we identified 16 different personality blends by matching human personality traits with whisky tasting notes.

DISCOVER YOUR BLEND

At the store, shoppers could experiment with our Interactive Blending Table to mix and match RFID blocks (each representing a personality trait) to discover the Ballantine’s bottle that matches their personality blend.

 

Participants were then given whisky stones engraved with their personality blend icon as a reward.

Visitors were given whisky stones engraved with their personality type as a reward for engaging. We created a visual language for each of the 16 personality types, and later created films and posters featuring each blend of personality.

 

TAKE THE TEST

Fans on social media could take a simple personality test at staytruetoyourblend.com to discover their personality blend, along with the Ballantine’s bottle that best reflects them.

A blend for everyone

Every personality blend was celebrated through a series of short films.

 

CASE STUDY

 

Awards and Recognition

PMAA Dragons of Asia

Silver | Best Brand-Building and Awareness Campaign