Ballantine's Light contains just 20% ABV, which is half of the usual amount for the beverage and French spirits brand Pernod Ricard is promoting the lower-alcohol Scotch whisky with ads that are intentionally missing half of the screen. As the brand explains via voiceover, "Ballantine’s Light contains half the alcohol, but all the character. So we made half an ad."
There are three 30-second ad sports that playfully depict what happens when half of the screen is missing. In one ad, a drinker at a bar falls into the void. A second shows a bartender flipping the lights on and off, switching the blacked-out side of the half-ad.
As more mindful drinkers seek out beverages with a lower alcohol content, brands are reaching them in novel ways to share that less alcohol doesn't have to mean less fun.
Half-Screen Scotch Ads
Ballantine's Films Promote Lower-Alcohol Scotch with Less Screen Space
Trend Themes
1. Low-alcohol Beverages - Opportunities in developing and marketing low-alcohol versions of popular drinks.
2. Creative Advertising - Opportunities in developing unique and engaging ad campaigns that communicate a brand's message in a clever and playful way.
3. Mindful Drinking - Opportunities in catering to the growing number of consumers who are looking for moderate and responsible drinking options.
Industry Implications
1. Alcohol - The alcohol industry should explore the potential of developing low-alcohol versions of their products and find creative ways to market them.
2. Advertising - The advertising industry has the opportunity to develop playful ad campaigns that effectively communicate a brand's message while capturing the viewer's attention.
3. Hospitality - Restaurants and bars should offer more low-alcohol options on their menus and educate customers on the benefits of mindful drinking.