Cannes Lions

Chivas Regal Eternity

THE ELECTRIC FACTORY, Montevideo / PERNOD RICARD / 2019

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Overview

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Overview

Background

Chivas Regal is one of the oldest and most prestigious premium whiskey brands in the world. One of its most outstanding features is the long aging time of its products. Taking this into consideration, in 2018 we decided to develop a new product that would offer innovation to its older fans and would allow us also to reach a younger audience, taking advantage of the historical values that the brand has built over the years. We created a special edition called Chivas Regal Eternity, the first whiskey in the world where the user chooses the aging time of their drink. In the first stage, an exclusive launch of 100 bottles was delivered to influencers and put on sale in specialized premium stores.

Idea

In the past, whiskey was acquired with a stipulated time of aging (6, 12, 15 years, etc). Through Chivas Regal Eternity, we created the first bottle of whiskey where the user is in charge of choosing the aging time that he wants for it. Through an oak bottle, the material of the barrels, the whiskey can be aged for the time that the user determines, giving him a leading role in the final result and making each Chivas Regal Eternity unique. Through an intelligent label, which counts the aging time, the user can know at all times, how much time his drink is accumulating.

This project means renewal for the brand, which seeks to attract a younger audience through innovation in their product, at the same time as loyalty to its usual followers.

Execution

The main element of Chivas Regal Eternity is oak, the same material in the barrels where whiskey is aged. Chivas Regal Eternity oak bottle was designed following the spirit of the brand’s most premium editions. The label contemplates a smart intelligent screen that shows the user the aging time that the bottle is accumulating. The smart label is connected to a sensor placed on the lid, which keeps an internal counter running until opened for the first time. At that time, the counter stops and the unique aging time is shown on the label. The bottle also has an accelerometer, which serves to turn on the screen when it detects movement, as a way to save battery when it is at rest.

Outcome

In addition to the opportunity to create an innovative product that allows the brand to stay in the top of mind of its consumers, the project also opens a new world of possibilities in the way the brand interacts with its audience. Chivas Regal Eternity turns into something really special and significant the moment of its consumption, giving the users the possibility to choose the time of aging of the drink they are having. This feature adds value to the waiting time, giving the user the opportunity to fulfill its goals and celebrate it with a drink that has aged especially until that moment.

At sales level, the first exclusive edition of Chivas Regal Eternity 100 units sold out in just under a month. Following this response, it is planned to take it to a larger scale in the coming months of 2019.

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