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Chivas Regal Ultis

Chivas Regal Ultis

Chivas Regal

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Chivas Regal was introduced in 1909 by the Chivas Brothers, who became famous for their fine luxury products. Now, more than a century later, they’ve introduced Chivas Regal Ultis. This exclusive blended whisky is a tribute to five generations of Master Blenders and therefore contains only five precious, signature single malts that represent the history of the brand. Pernod Ricard asked Glasnost to create the perfect launch to represent this exclusive whisky.

Objectives

  1. Create brand awareness for Chivas Regal.
  2. Position Chivas Regal Ultis as ‘the essence’ of the brand.
  3. Familiarize press and influencers with the history of and the people behind Chivas Regal.
  4. Generate positive media attention.

Strategy

Chivas Regal Ultis comes with a personal story about the five generations Master Blenders. Based on this story, we’ve chosen for a special way to approach the press. In the media selection we focused on the luxury segment of men- and women’s lifestyle to interior design. To emphasize the exclusivity of the whisky, we’ve chosen to create an exclusive experience with the launch.

What we have done

We’ve started with a stylish invitation phase. A true ‘gentleman’ with a mysterious briefcase visited the journalists to personally hand over the invitation which gave access to an intimate tasting at a special location, the Westerkerk in Amsterdam. But before the journalists would get the invitation, they would have to give something back: their fingerprint.

On the 11th of December, the guests were welcomed in the Westerkerk to taste the five exclusively selected single malt whisky’s and the blend the event was all about, Chivas Regal Ultis. Each whisky that was tasted, was accompanied by a harpist who played specific flavour enhancing melodies with the different characters of the whisky’s. After the tasting, the guests received a personal bottle of Chivas Regal Ultis, engraved with their own fingerprint, inlaid with gold.

Results

With this campaign, we’ve reached journalists from the luxury and lifestyle segment. Resulting in more than ten articles published in both print and online magazines, including FD persoonlijk, L’Officiel Hommes and Villa D’Arte. This campaign reached 2.6 million people and generated with a PR value of €57.848.

Credits

Consultant:

Result

57.848PR value
2.600.000Reach
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