Chivas PLATINUM

Art Direction + Copywriting + Brand Identity + Experience

Brief

Futureproof the Chivas brand with a new flavor, identity and launch strategy. Make the whisky a status symbol.

Solution

Chivas Platinum, a minty lemon scotch in a bottle that exudes wealth. Not only is the rebranded label chic, but also simplified for modern times. Platinum represents a higher level of achievement for our young hustler demographic. An ode to those who strive for more and fight for their greatness. Many win gold. But no one has won platinum. At least not until now. In addition to the standard Fight for Greatness campaign, there will be an annual boxing match, where two gold boxing champions duke it our for the first ever platinum belt. Scheduled as the finale of New York Fashion Week, the match will also serve as a huge party, where athletes, models and designers alike are in attendance. The ring will be transformed into a stage for performances and the bar will be stocked exclusively with Chivas’ range of spirits, especially Chivas Platinum.

This event is about merging the worlds of fashion, music and boxing to create an iconic pop culture event that reaches the masses.

By taking a more fashion forward approach, we advance Chivas from an alcohol brand to a lifestyle brand that even non-whisky drinkers wish to be a part of. And reach woman whisky drinkers, who are so often bypassed in the whisky industry.