Winter Gifters

CLIENT

Chivas

DISCIPLINES

Content & social, Influencer marketing

Developing a new purpose-centered brand proposition to modernise a global classic brand.

Chivas Regal and its variants are high volume, high awareness whisky brands – but seen by a new generation of consumers as falling behind the times. We identified that Chivas needed to redefine their brand for the new generation of luxury consumers.

We developed an influencer content creation strategy aimed at redefining the brand image with a new, innovative and contemporary style. This entailed redefining the conversation around winter gifting. We wanted to make gifting more about celebrating the different types of traditions and festivities that take place around the world, as opposed the just the gifts that we receive. Chivas wanted to be the enabler of wintry memories and traditions all over the world; regardless of lifestyle, background or culture.

Making Chivas the go-to choice for winter gifters, globally

We engaged a global influencer team to bring the story of Chivas winter gifting to life across key markets in Germany, USA, Mexico, South Africa, and the UK, to tell the story of the different winter gifting cultures and Christmas lifestyles through the eyes of our hand-selected influencers. For example, enjoying a relaxing beach picnic in South Africa, or celebrating a traditional cosy wintry Christmas in the USA (all, of course, with a glass of Chivas).


This shift in communications involved launching new packaging, special editions, and explaining the positioning and driving purchase around key cultural moments like holidays and gifting occasions. At a global level we ran hero activity to create assets which were subsequently adopted by local markets and global travel retail.

The global toolkits we produced provided best-in-class guidance to help upskill national teams. These programmes have now produced a bank of content, some of which is seens as a defining image of the brand.

Achieving an online engagement rate of 6.5% (4.5% above the KPI of 2%) is testament to the highly engaging content our influencers produced. Our method and implementation has also been taken on as a best in practice influencer project for the Chivas company, being rolled out into other products and territories across the globe.

This was a 

Content & social, Influencer marketing

Project for Chivas

Learn more about content & social

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