The whiskey portfolio under this campaign includes Ballantine's, Chivas Regal, Royal Salute and Glenlivet. The project will initially launch across major travel retail outlets including key airports in Europe, Middle East, US and Asia. 'The age matters' will extend to domestic markets in a later phase.
According to research conducted by independent market research agency Buzzback in June 2010, 94 per cent of the consumers believe in the link between ‘age' and ‘quality' in whiskey. 89 per cent actively look for an age statement when making purchasing decision.
The campaign aims to raise awareness and educate consumers about the value of premium whiskey products. A logo stating ‘Guaranteed age whisky' is printed on all creative messages for this campaign.