Discover the Art of Blending with Chivas Regal
Launched in 1909, Chivas Regal is the world’s first luxury whisky and is considered to be a timeless classic, renowned for style, substance and exclusivity. Its past roster of ‘Art of Blending’ experiences (whereby consumers learn how to blend whisky) had seen meaningful but small-scale success in countering some of its brand challenges. Lexis was briefed to transform this concept from a low level educational programme into a headline grabbing, aspirational piece of experiential activation, capable of generating impact and talk-ability amongst the target audience and recruiting more people into the brand to become long term advocates.
Lexis proposed that Chivas Regal launch ‘The Blend’ – a purpose-built, long-standing whisky bar that would not only deliver over 5000 ticketed consumer experiences but would recruit people into the brand through a series of unique, live influencer events.
The Blend, hosted at The Truman Brewery in East London launched during London Cocktail Week and proved a suitably intimate, captivating setting. Aspiring whisky aficionados learnt how to create their very own blended whisky under the guidance of experts; during a one-hour ‘Art of Blending’ session hosted by Chivas Regal, guests discovered the origins and history of grain whisky and single malts from The Highlands, Lowlands, Speyside and Islay. After sampling each of the whiskies, guests were then tutored on preserving the subtle individual tasting notes while making their own unique blend to take home and enjoy.
The Blend also hosted ‘The Blend Sessions’, a series of live conversations bringing together cultural figures that celebrated the blend of skills and the collaborative spirit needed to be successful in the modern world. These very special guests, which included award-winning BBC filmmaker, Reggie Yates and acclaimed author, David Nicholls, created and left behind their own blend of whisky that were displayed at The Blend for attendees to purchase.
Lexis provided end-to-end strategic support including PR, digital, influencer engagement, social media, paid media, event management and campaign branding.
The Blend was so popular it completely sold out several weeks in advance of its closing date.
Over 70 pieces of media coverage have appeared to date with a total reach of almost 286,000,000 with 100% positive sentiment. Standout branded coverage included The Evening Standard, Time Out, Complex, Notion Magazine and The Independent with substantial coverage across other top tier media targets. Throughout the campaign, the content created generated 1,078,084 social and digital impressions.