Brand Building

Chivas Regal

The Issue

In the crowded space of ‘global luxury’, how could Chivas launch a super-premium whiskey that was authentically, credibly different? What were the common emerging ideas around cutting-edge Luxury, across a range of culturally diverse markets?

The Action

Covering China, USA and the UK, our international team analysed all aspects of luxury: language, imagery, behaviours and objects.

This helped us develop a range of creative routes, covering design, advertising and brand activation.

The Feedback

“Rob’s work was timely, meticulous and highly engaging. It gave us confidence to do some bold things with this heritage brand.”

Gemma Hamilton, Head Planner, Chivas