Chivas
The G.O.A.T
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Campaign made with César GarcÃa.
BACKGROUND:
Chivas Regal is a blended scotch whiskey produced by Chivas Brothers. This line of product has been in the market since 1909. As such, the brand might look old fashioned.
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INSIGHT:
Greatness takes hard work.
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OBJECTIVE:
The objective of the campaign is to find a new generation of luxury consumers. It brings out the idea of creating the luxury Flex Scotch of tomorrow for the next generation. It includes the product concept such as packaging, identity, and launch.
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APPROACH:
We want to focus on the quality of the brand. As such, we will have an exclusive loyalty program with a wooden card. The wooden card shows the quality and the “above and beyond" character of the company. Similarly, we will package the bottles in an elegant, quality way.
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The video advertisement would also include keywords such as "legacy" and "greatness" to signify the luxury and grandeur of the whiskey.
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Chivas introduces the G.O.A.T. bottle, the modern day Chivas for the newest generations.
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The acronym "greatest of all time" is a slang that culturally refers to praise the exceptional athletes, musicians and other public figures known for their talents and success.
Tagline
Craft your legacy.
Savor the journey of your greatness.
The G.O.A.T Bottle Design
The bottle will represent the elegance and luxuriousness of Chivas as a brand with a touch of freshness and innovation while taking care of the environment as well.
The Story of The G.O.A.T
This animated storyboard shows the incredible story of the G.O.A.T and narrates the journey of greatness.
Video Copy
Remember the taste of mortality.
You stumbled and you fell.
But you got back up stronger with every fall.
You didn’t want to taste the bitterness of regret.
You kept going no matter what.
Every night you dreamed, and every day you went to battle for it.
It took tremendous drive.
Starving ambition.
Sacred commitment.
Because
Greatness takes all of you.
Welcome to the top.
Craft your legacy.
Savor the journey of your greatness.
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Chivas Regal.