Passport, the No.1 Scotch whisky in Angola, and No.2 standard Scotch whisky in Mexico and Brazil has unveiled an innovative new above-the-line campaign designed to build on the brand’s recent success. Passport grew +20% in net sales to reach a record 1.7m cases last year as it continues to consolidate its relevance among young adults in emerging markets.
Playing on the brand’s name, Your Passport to a new world, captures the free spirited, colourful and approachable personality of the blended Scotch in TV and out of home formats. The campaign was recently introduced in Angola and will be released in Mexico later this year. Passport is also being supported by advertising in Brazil, the world’s fifth market for Scotch whisky by volume.
In the TV advertisement, a group of millennial friends are taken on a journey. Beginning in a home setting, the camera reveals the group in increasingly aspirational bars and ending in a nightclub. Use of social media among the target audience is brought to life in the creative, with the friends taking and sharing photos of themselves in the different locations.
Strong appeal for the brand among millennials in emerging markets has earned it the position as the fastest growing of all spirits brands that sell more than 200,000 cases per year.
Passport is currently a fantastic success story for Scotch and is leading the way in introducing new consumers in emerging markets to the unique vibrancy, quality, craftsmanship and heritage that the category offers.
The ‘Your Passport to a new world’ campaign is set to unlock the curiosity of young people in Angola, Brazil and Mexico; millennials in these regions have an increasingly global outlook on life and are using social media and drinking quality international spirits such as Passport to demonstrate their personalities and aspirations. We are extremely proud of the success that Passport has achieved to date and are excited to see how the campaign helps to further spread the word on Scotch whisky around the world.
– Mark Thorne: Passport Global Brand Director at Chivas Brothers