CHIVAS – THE ICON
How do you create a luxury brand experience?

Challenge

Our task was to present the limited edition ‘Chivas Regal – The Icon’ as the ultimate prestigious whisky to high-net worth individuals and secure sales of 200 bottles at $40,000 each.      

Solution

With gifting being a huge element of Chinese culture, we created an exclusive invite-only event bringing the richness and elegance of Chivas Regal to each guest. In order to facilitate gifting and deliver an experience worth sharing, we enlisted Colin Scott – Chivas master blender – to share the secrets of this unique product.

Outcome

The event culminated in a global toolkit to give guidance and inspiration across 14 global markets and has firmly positioned ‘Chivas Regal – The Icon’ as the drink to be seen with and talked about.

What we did

  • Brand activation
  • Event branding
  • Digital communications.

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