The Balvenie Guy
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SUMMARY
The Belvenie is an esoteric single malt scotch that has been sold in the U.S. since the 1980s. Despite being dramatically under spent 'The Belvenie Guy' campaign, with its unique creative approach and emphasis on 'discovery' helped Belvenie to outperform in its category and segment to give it 'double digit' growth
Brand Name: The Balvenie
Product Type or Destination: Esoteric Single Malt Scotch
Category for this Entry: Beverages/Alcohol Spirits
Campaign: National
MARKETING CHALLENGE
The Balvenie is an esoteric single malt scotch that has been sold in the US since the 1980's. With The Glenlivet, Glenfiddich and The Macallan controlling 63% of the total US single malt scotch market. Launching its first consumer effort, The Balvenie was entering a mature category populated by well-known, established and highly successful competitive brands.
In the early 90's, the scotch market became rejuvenated as younger consumers discovered the category and brought new sensibilities such as their search for a perfect 'reward'. This different interest in the scotch category and particularly the single malt segment led to the market becoming flooded with new product offerings and line extensions. Competition intensified as brands struggled to maintain market share. Annually, over 120 scotch brands are imported into the US with over 35 scotch brands actively advertising with a total of $31.2 million dollars. In fact, since 1998, 18 new products have been introduced in the single malt category alone.
Research clearly demonstrated that brand awareness leads to trial. To build volume in this highly competitive environment, The Balvenie needed to develop advertising that could break through the competitive clutter, build trial and grow volume. (Source: Adams Liquor Handbook 1999).
Campaign objectives
- Build volume +15%
- Build share of single malt category +10%
- Direct Internet traffic to The Balvenie website
Target audience
Traditionally single malt scotch consumption has been the mainstay of older, mature consumers known for their staunch brand loyalty. In the past five years, a new younger consumer has emerged in the category. Interested in the sophisticated cache of single malt scotches, these consumers associate with single malt's quality, refinement, and nuance. It goes beyond just a drink and actually becomes a hobby, whose great achievement is the 'discovery' of esoteric single malts. Demographically, The Balvenie target is defined as: single malt and/or super premium scotch brand users; male 35+; white collar; urban; with above average income.
Creative strategy
Positioning
A superior malt whisky for true connoisseurs to discover.
Breaking from the conventional imagery and tone of the traditional scotch advertising, small space ads featuring 'The Balvenie Guy' were developed. A 'cartoon' brand icon was developed so that consumers could more easily relate to the advertising, finding the character likable, humorous, entertaining and enlightening. The cartoon character was to personify not only the brand, but also the sophisticated albeit often humorous and idiosyncratic lifestyle of The Balvenie scotch drinker.
Other communications programs
No other communications programs were used in conjunction with this Advertising Campaign.
Media strategy
The media strategy was crafted to facilitate brand 'discovery'. Driven by creative objectives, small space ads placed in National financial newspaper publications like the Wall Street Journal, Investment Business Daily, and Barrons were used exclusively. The small space provided efficiency, which allowed for a year-round brand presence. High visibility and creative positioning in an otherwise unexploited environment was secured to aid in target recall and provide support for the advertising.
At the start of the campaign, the top three leading single malt brands spent $5.8 million (82% of the single malt segment spending) on national advertising. Balvenie brand spending constituted only 8.7% of the total single malt spending.
Media
The only media used in this campaign was Newspaper.
Total Media Expenditures
- $550 $999 thousand
Evidence of results
Despite being dramatically underspent, 'The Balvenie Guy' campaign with its unique creative approach and emphasis on 'discovery' helped Balvenie outperform the category and the segment to post impressive double-digit growth.
- Surpassed volume objectives of 15%
- Total volume up +26% in a category that grew only 5.7%.
- In restaurants and Bars, the most critical area to build trial, volume grew +31%.
- Exceeded projected market share of 10%
- The Balvenie share of the single malt category increased 15%
- Dramatically increased traffic to The Balvenie website
'Hits' on The Balvenie website increased 67% when advertising ran. Importantly, 96.3 % of visitors actually used thebalvenieguy.com (http://www.thebalvenieguy.com/)
URL to get to the website instead of searching by category listing, indicating print advertising as the source of traffic. (Source: William Grant & Sons volume data 12 months running total & Webtrends 99).
Cre: WARC
