Chivas - The Blending Room.
The Blending Room redefines success + Chivas for the next generation of whisky drinkers.
Chivas wanted to update their brand through an experience that would bridge its old luxury image with the new, in recognition that success has evolved, and that while it’s still a blend, the ingredients are more diverse than ever before. So, we created: The Blending Room. A celebration that included success from across industries, from entrepreneurship to music, art, sneakers, streetwear, and beyond, ushering in a new era of Chivas, and giving their tagline “Success is a blend” renewed relevance in reflecting the audience they want to attract - upwardly mobile 30-something’s.
Key features of the experience:
Experiential trial in the form of a secret blue room and an acrylic red room made people FOMO their way into nabbing a spot at a group-trial experience, where a Chivas expert walked them through a novel tasting experience. A headphones-on model allowed everyone to follow along despite the loud party outside - and allowed our experiential trial rooms to become the star of the show, by being right in the middle of the action.
People earned pocket squares custom created to fit the urban luxury vibe of the event, designed by local fashion creator Ruche Van Heerden. To get there, they had to go through a secret door hidden in a VIP Chivas 18 lounge that played on the premium nature of that offering.
Our ambassadors, entrepreneurs from diverse industries, representing “new” success, helped us bring Chivas to a younger audience of 30-something millennials who had never seen the brand in that light before.
