Ballantine’s Brasil x Fernando Volken Togni Partnership – Ballantine’s France (Dark Market)

Project lead at M&C Sport and Entertainment.

Project Overview: Led the innovative partnership between Ballantine’s Brasil and acclaimed Brazilian designer Fernando Volken Togni for the French market, navigating the challenges of a "dark market" where traditional marketing and advertising channels were limited. This collaboration leveraged Togni’s unique design to create a culturally rich, exclusive experience, enhancing Ballantine’s positioning as a premium brand in France.

Objectives:

Market Penetration: Break through the barriers of the dark market in France, where traditional advertising channels were restricted, by creating a high-impact partnership that resonated with French consumers.

Brand Relevance: Connect Ballantine’s with the French consumer through an innovative, culturally-inspired collaboration that brought the essence of Brazil into the premium spirits space.

Cultural Integration: Position Ballantine’s as a brand that not only celebrates quality but also embraces global artistic influences, particularly from emerging markets like Brazil.

Engagement: Develop a targeted, non-traditional strategy to engage the French audience and generate excitement about the limited-edition collaboration.

Strategic Approach:

Artistic Collaboration: Partnered with Fernando Volken Togni to create limited-edition packaging that blended Brazilian artistry with the sophistication of Ballantine’s, ensuring the product stood out in the French market and reflected the essence of both cultures.

Non-Traditional Activation: Given the dark market status, the campaign relied heavily on influencer marketing, social media, and word-of-mouth to build buzz, with a focus on high-end lifestyle influencers and art enthusiasts in France.

Exclusivity & Storytelling: Positioned the collaboration as an exclusive, limited-edition offering, appealing to connoisseurs of both premium spirits and contemporary design. The campaign highlighted the collaboration's artistic roots and how it blended Brazilian craftsmanship with Ballantine’s heritage.

Experiential Engagement: To further bypass advertising restrictions, the launch included exclusive, intimate events targeting influential French media, industry stakeholders, and brand advocates. These events combined art, culture, and premium tasting experiences to immerse attendees in the essence of the partnership.

Creative Digital Content: Developed visually striking content that told the story of the collaboration, integrating the brand’s heritage with the creative designs of Fernando Volken Togni. Content was shared across social media platforms, digital PR, and key influencer channels.

Results:

Enhanced Brand Perception: Successfully elevated the image of Ballantine’s in France, establishing the brand as culturally forward-thinking and aligned with art and design trends.

Increased Engagement: Achieved high engagement on social media and influencer platforms, with positive brand sentiment and consumer interaction.

Market Relevance: Broke through the limitations of a dark market by creating a high-quality, arts-driven activation that resonated with local influencers and cultural tastemakers, increasing Ballantine’s visibility in a highly competitive market.

Sales Impact: The exclusive, limited-edition packaging drove interest, contributing to increased sales and solidifying Ballantine’s position in the French premium spirits category.

Key Takeaways:

Innovative Approaches in Dark Markets: When operating in a dark market, leveraging alternative channels like influencer partnerships and experiential marketing can be highly effective in building brand awareness and engagement.

Cultural Collaborations: Cross-cultural partnerships can deepen brand connections with local audiences, enhancing relevance and offering fresh perspectives on a global brand.

Exclusive Products as Engagement Drivers: Limited-edition products, especially those tied to unique collaborations, can generate significant buzz and encourage consumer advocacy.