Chivas has in recent years suffered from Johnny Walker’s aggressive direct marketing activities. It lost ground and needed to find a means to reconnect with Vietnamese men. We needed to make Chivas the whiskey for celebrations with others.

The first campaign activity was expected to be for the launch of the Chivas 18 Blue Signature. An exclusive blend of 180 flavours, created by the Master blender Colin Scott himself, exclusively created for Vietnam only. To honour this special blend, Chivas wanted an idea just as exclusive. An idea that enhances exclusivity of the flavors, and that sheds a unique and immediate light on the CR18BS.

In Vietnam, liquor is a dark market product which is making advertising activities limited to direct and digital marketing only. We needed to find ideas that goes beyond the product, and that would result in Share of Choice rather than the traditional Share of Voice.

The experience and journey began on Social. On the Chivas facebookpage the consumers were teased to follow the journey of our travellers.

Every single day more of the travel was revealed as we got closer to our deadline.

The social content included polls, mini games and techniques to trigger curiosity and engagement.

On Social we announced the VIP events, and the possibility to win exclusive entrée tickets.

Shortly after the hero-video was launched and generated mass interest in the evens and the product.

Following were 2 big launch events in both Ho Chi Minh and Hanoi, supported by several smaller activation events. The sales were boosted and the hype around Chivas Blue Signature was born.