The client required an injection of “Pioneering and Trendsetting” elements to their CHIVAS master brand through a Chivas J&J image building campaign in the bar channels across China. Chivas wanted a deeper consumer understanding proposition and product concept. Upgrade trade 12Y level drinkers and convert Cognac VSOP drinkers to CR J&J, which can lead the whiskey category growth focusing on T1/T2 cities. They were targeting upgrades from Chivas 12 consumers to upgrade and Cognac VSOP drinkers to convert to Chivas J&J in order to drive whiskey growth in Tier 1 & 2 cities.
Shine created a “Pioneering & trendsetting” dimension to China nightlife by bringing together experiences in a way that never been seen before in this channel. This Holistic club activation scintillated all the 5 senses of the target consumers by bring them top pioneering performers from Ibiza, a DJ & Aroma Jockey to an innovative drinking ritual with 3D massage service. This was also the very first time molecular mixology was executed in this channel.
CHIVAS J&J OWNED ALL THE CONSUMERS SENSES WITH ITS PIONEERING AND TRENDY CLUB NIGHTS
