Innovation for Chivas Bros

The brilliant brief we received from Chivas’ team – was to help them understand Millennials’ barriers to consuming whisky – and find ways of leaping them …

Before we could help Chivas generate a relevant and disruptive barrier-leaping strategy – we needed to help them gain a much better understanding of how Millennials really think, feel and behave.

Our planning team executed simultaneous Online Ethnographies and In-Bar Safaris in Paris, London, Madrid, Taipei, Mexico City and New York.

xOnce the Ethnographic and Safari evidence was analysed the challenge was clear – whilst a sweeter, smoother, more accessible taste-profile would be ideal – the biggest need was to re-invent perceptions.

A role clearly existed for a more lively, engaging, inclusive and fun persona – more closely related to American Bourbons than traditional, masculine Scotch.

Ballantine’s 7 Bourbon Finish has now been launched into 18 global markets.

Barriers identified + creatively leapt = job done!

Creating a new brand to leap barriers