Parker Williams Designs On-Trade Bottle for Ballantine’s Finest
11 Feb 2013 --- Parker Williams has designed the latest global on-trade bottle for Ballantine’s Finest; one of the leading whisky brands in Europe, occupying the number one position in 11 countries.
The creative design agency was tasked with creating strong visibility for the brand behind the bar, generating standout in the crowded and often dark on-trade environment of nightclubs and bars. “Ballantine’s is renowned for its dynamic and engaging marketing initiatives, so our challenge was to approach this brief in an innovative way, capturing the brand proposition, ‘Leave an Impression’, and using the link with music that has already been established in local market activation programmes,” explains Parker Williams’ Creative Director, Jo Saker.
The new Ballantine’s Finest night bottle uses the movement of light on pack in a sequence of effects that highlight the Ballantines ‘B’, with light pulsing through it like sound waves echoing the beat of music.
“We were particularly excited that electro-luminescent technology could be developed to make it seem as though the bottles can ‘talk’ to each other. When they are grouped in a large bar display, they can be programmed for the sequence to run in unison or for the light effect to radiate out from a central point across the bank of bottles.”
Ballantine’s Senior Marketing Manager Jenny Shipton commented: “The team at Parker Williams offered a positive solution to the challenge set, resulting in a night-time bottle for Ballantine’s Finest with a strong, individual identity for the on-trade market.”
