This resolve led to Chivas' tour sponsorship of Grammy-winning Chilean band La Ley, a mainstay in the thriving rock en Espanol genre. The deal was negotiated by Omnicom Group's Aaron Walton Entertainment and Cookman International, La Ley's management company, both based in Los Angeles.
"We chose not to [focus on] the salsa crowd. By going in the direction of rock en Espanol with La Ley, it's a more upscale message you're sending," said Saul Sola, brand manager for Chivas Regal in the U.S., based in White Plains, N.Y. "Their message, image, how they dress [reflect] our target audience."
According to Sola, scotch is third behind beer and rum in terms of Latino consumption in the U.S. Chivas' primary target audience is higher-income, higher-educated businessmen 25-34.
The 26-city club and theater tour launched in June in support of the band's record on Warner Music Latina, "Libertad," which was released at the end of May.
"La Ley is a wonderful, professional band in the sense that they understand the full scope of what it means to have a business in music," said Tomas Cookman, the band's manager. "With something as simple as a meet-and-greet after the show, half the artists understand it's part of the game, the other half don't want to be bothered. La Ley is very hospitable."
%%PULLQUOTE_RIGHT%% Sola was referred to AWE via its Omnicom promotion agency, Alcone Marketing Group. Geoff Thomas, account director at AWE, spearheaded the search for the right musical act to match Chivas' brand personality and goals.
Chivas spent over $500,000 in marketing and promoting the tour, which included national radio, PR, Internet, and merchandising. Sola said his team is carefully tracking attendance and demographics and how much Chivas product is being poured at the venues.
"We're pleased with how the record is selling. To have Chivas spend $20,000 to $30,000 in L.A. on a radio campaign is great. My label can't pay for that," said Cookman.