Scotch whisky brand Ballantine’s has picked Lucky Generals as its global agency of record.
The agency, which posted news of the win on LinkedIn, will work alongside Ballantine’s global marketing team to develop new ideas under the brand’s “Stay true” platform.
Lucky Generals won the account for the brand, which is owned by Chivas Brothers, after pitching against a number of unnamed agencies. The incumbent on the business was CBP London (previously Crispin Porter & Bogusky), which was appointed in November 2019.
CBP London merged with Forsman & Bodenfors’ London studio in March last year. Helen James, who is chief executive of the combined entity, said: “It has been an absolute pleasure working on this iconic brand for the last five years.
"From introducing Ballantine's half-the-alcohol product (via half an ad) to launching B10 and injecting new energy into the ‘Stay true’ positioning with a bold reminder that there’s 'No wrong way to drink whisky', we’re proud to have contributed to the brand’s demonstrable growth and growing cultural resonance. All good things come to an end—we wish Ballantine's and their new agency well.”
Last year, Ballantine's renewed its contract with M&C Saatchi Sport & Entertainment, which handles global music partnerships for the brand. Its work for Ballantine's over the past 11 years includes “Re-setting the dancefloor” for the brand's “True music” platform.
Ballantine's has previously worked with Engine Creative (now House 337) and appointed Mr President to handle creative across Europe for its Ballantine’s Brasil mixed drink in 2018.
Chivas Brothers, which is owned by Pernod Ricard, has had an enduring relationship with Lucky Generals. Shortly after the agency's launch in 2013, it created a spot for Kahlúa, starring Jeff Bridges, which won a Cannes Lions.
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