Pernod Ricard Travel Retail Europe has brought the immersive laboratory-meets-boutique activity, the Ballantine’s Blending Experience.
The hands-on experience combines creative technology with a unique Ballantine’s tasting, exemplifies the brand’s ‘Stay True’ philosophy, focusing on the whisky itself and placing the visitor at the heart.
The pop-up, runs in Paris CDG's Aelia store until 19 January 2015., and the campaign incorporates a digitally-focused blending education and an audio-guided tasting area within a branded eye-catching unit.
The interactive blending experience centres around the jewel; an attractive graphic which updates in real time to represent the blend as per the consumer’s adjustments.
To educate the participants throughout the experience, labels appear within the jewel itself and a box underneath displays the makeup of the blend along with full tasting notes.
The blending experience is followed by a tasting ritual – including Ballantine’s Finest and Ballantine’s 12YO – which uses a visual aid to encourage deeper levels of consumer engagement, build brand advocacy and further enhance Ballantine’s iconic and luxury positioning.
Consumers are encouraged to share their interactions from the Ballantine’s Blending Experience on social media, using the #BlendWithBallantinesto be in with a chance of winning a global competition.
The Ballantine’s Blending Experience launched on December 23 at Paris CDG and runs until January 19, and will roll out across Aelia stores in Paris CDG Terminal 2 S4 in February 2015, and Warsaw’s Chopin Airport in March 2015.