Vintage print advertisement published in 1971 by “21” Brands, Inc, N.Y., a U.S. importer of Ballantine’s Scotch. “21” Brands commissioned ad agency Cunningham & Walsh to design this print advertisement, which was part of a 1960s-1970s series of Ballantine’s advertisements featuring the slogan “Be a Ballantine’s Loyalist”.

Created at the height of the Women’s Liberation Movement in the U.S., this print ad features three young (and very stylish, I might add) women each carrying a glass of Ballantine’s scotch. These “Liberated Loyalists”, as the ad refers to them, each have a foot on the bar, power positions at the ready. 

At that time, this was probably a pretty gutsy move on the part of Cunningham & Walsh to draw such clear associations between Ballantine’s Scotch (then firmly viewed as a solely Gentlemen’s drink) and a rising group of second wave feminists. While it was certain to help position Ballantine’s as a drink for the modern, independent female consumer, the worry for “21” Brands was whether the ad would inevitably alienate their predominantly male consumer base. Would it perhaps cause men to see Ballantine’s as a “sissy scotch”?

To assuage their client’s concern, Cunningham & Walsh conducted a few focus-group interviews. Findings showed no negative initial reception to the ad, and with that, the ad got the green light to go to print.

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