Chivas Regal 18yrs Flagship Campaign
Up until 2011, Chivas Regal 12 had been the Chivas Regal flagship brand, yet based on a comprehensive survey, it was becoming clear that the key brand attributes of Prestige, Quality and Authenticity we struggling to improve scores with their target consumer.
Havas were tasked to look at how to strategically improve the awareness and consideration of Chivas’ brand attributes along with shifting their flagship brand from Chivas 12 to Chivas 18.
Havas developed the concept of 「BLENDED FOR PURE PLEASURE至福のブレンド。香り立つ８５のアロマ。」 Centering the communication around the 85 aromas included in the blend, a full integrated campaign was launched across TV, Newspapers and Magazines, PR and digital channels to build awareness.
PR events centred around Chivas Regal 18yrs were held to increase trial and to associate the scotch with successful and opinion leading business leaders.