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  • Chivas 1
  • Chivas 2

Win the Right Way

Client: Pernod Ricard
Brand: Chivas

Using storytelling to recruit a new generation of whiskey drinkers

Chivas Regal is the world’s original luxury whisky. But having history is no guarantee of future success. We needed to be relevant to a new generation. The communications challenge was to engage them in a category that wasn't naturally of high interest.

We found the answer in social enterprise

A consistent theme for millennials across the world is the struggle with their desire to create positive change in the world and their desire for personal profit. Social entrepreneurs are living examples that it is possible to both do well and do good.

We created a $1M fund and a global programme called The Venture for budding social entrepreneurs across the world – a platform to tell their

stories and pitch for hard cash, putting their businesses on a global stage.

Results

The Win the Right Way campaign for Chivas Regal, was activated in 18 countries worldwide and we received over 1000 entries for The Venture competition itself.

We achieved over 15M YouTube views for the Inspire films (50% over target) and a 30% reduction in cost per view. Our view through rate was also significantly higher.

Shifts in brand equity are measured by market - in Brazil relevance increased from 9% to 58% vs. 2013, appeal increased from 12% to 50% and we saw a 55% increase in "standing for something important."

It is the most successful campaign for the brand to date and will continue into 2016 and beyond.

 

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