Chivas Regal Design & Branding ART OF HOSTING by Euro Rscg London

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Industry Whiskey
Media Design & Branding
Market United Kingdom
Agency Euro Rscg London
Executive Creative Director G. Mick Mahoney
Creative Director Andre Moreira
Art Director Enrique Reija
Copywriter Borja Alvarez
Released January 2011

Credits & Description

Category: Online Digital Design
Advertiser: CHIVAS REGAL
Executive Creative Director: Mick Mahoney (Euro RSCG London)
Creative Director: Andre Moreira (Euro RSCG London)
Art Director: Enrique Reija (Euro RSCG London)
Copywriter: Borja Alvarez (Euro RSCG London)
Agency Producer: Laura Middleton (Euro RSCG London)
Media placement: Limited Edition Trunk - Global Travel Retail Worldwide - 31/10/2011

Describe the brief from the client
Our brief was to come up with a promotional item that felt both unique and exclusive, one that we could use to reward Chivas’ customers buying the Limited Edition pack at Duty Free. It had to combine luxury craftsmanship with brotherhood and the idea of celebrating with friends.

Describe the challenges and key objectives
The challenge was to drive sales while shifting the general perception of the brand held by our main target audience (28 to 40 year-old men). By inspiring and helping people to become better party hosts, the trunk draws Chivas out of old-fashioned whisky territory in an unexpected way and adds to its personality, reinforcing associations and putting it in a place where people see it as the brand for them.

Describe how you arrived at the final design
We partnered with Pinel & Pinel, French trunk makers and expert luxury craftsmen, to make a travelling trunk/bar inspired by The Art of Hosting – the ultimate party pop-up. Inside, everything you need to host your friends, from the cocktail making kit (with, of course, a bottle of Chivas), ice bucket and glasses to the iPad, speakers – even a grooming kit for the morning after. The result is a celebration in itself; it is fun, impressive and accessible – and attainable too, as we are giving the trunks away in a series of competitions.

Give some indication of how successful the outcome was in the market
The campaign has rolled out across 21 markets globally and the trunks have already been used in a promotional capacity in 4 key duty free markets. Promotional activity in China drove 14% of all traffic on the microsite during the first 3 months of the campaign and the market has since placed an additional order for the bespoke trunks to aid the campaign rollout (non-duty free) later this year. Sales in duty-free have also risen during the promotional period.