Chivas's global marketing efforts were heavily millennial-focused, rooted in very classical associations of whisky consumption and associated cultural cues that have little ability to drive equity amongst a new, younger, spirit drinking consumer.
NERDS identified that the new strategic target audience of the brand do not talk about spirits in terms of category. Instead, they largely talk about spirits in terms of brand. Our research showed that only a tiny proportion knew what whisky was, with significantly fewer respondents saying they drink ‘whisky’ than those who say they drink ‘brands’ that make whisky.
NERDS took a brand-first approach to devise a strategy and delivered a video podcast series and 360 ad campaign that unlocked awareness, relevance and desire amongst the strategic target audience through the lens of ‘success’, a theme of significant importance to the audience and the Chivas brand story.