Chivas Takes Rebranding to the Sky in Mexico

To Appeal to Young Men, Offers Private Jet Trip as Prize

Published on .

Brand: Chivas Regal
Brand Owner: Chivas Regal
Category: Drinks (alcoholic)
Region: Mexico
Date: February to March 2007
Media Agency: MPG
Other Agencies: Mas Manos
Media Channels: TV, print, out of home

Chivas wanted to reposition to drive brand awareness and brand identification with younger consumers and engage with them in a cluttered landscape. Chivas recognized that whisky is just another option in young people's portfolio of alcoholic drinks and that the target aspires to go to exclusive events.

Following research, Chivas found that private jet travel was the thing that most epitomized the luxury lifestyle to which young men aspire.

Chivas created a competition to turn this aspiration into reality. Young executives had to buy a bottle of Chivas, where they would find stickers with a unique code to enter into a contest at

They then had to demonstrate their knowledge by answering a series of questions related to a trip to Europe. The point of sale activity was supported by a print campaign near sports pages as well as TV spots and outdoor in affluent areas of Mexico City. The prize in question was an all-expense-paid trip in a private jet for the winner and five friends to three different destinations.

Of the people who remembered the spot, 29% participated in the contest up to two times. Some 12% of the whisky consumers participated in the promotion. The competition winner spent a week traveling between London, Barcelona and Monte Carlo living the "Chivas Life."

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Cream is a U.K.-based magazine owned by C Squared Communications aimed at highlighting the best in creative media worldwide. All media ideas are part of C Squared's Creative Media Database.
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