Analysis of Luxury Cases - Chivas: Enjoying Life

“We could be together, Every day together, the moon has fully risen and shines above the sea. As you glide in my vision, the time is standing still...” the innocent iceberg, the pure and distant sky, the traveler They leisurely hold fishing rods to enjoy a different kind of life. The Alaska snow-fishing world can't lack the chivas whiskey that accompanies the good times.

In this very successful advertisement in 2005, we hardly saw "multi-year collections," "family traditions," nor did we see the "Scottish style." The associations brought by these traditional luxury brands have been "enjoying life." The core information of Chivas Life was replaced.

Ranked 15th in the "World's Top 100 Luxury Brands in 2005" list by the World Brand Lab and was selected as the "Best Whiskey Brand" in the 2006 China Multi-millionaire Brand Tendency Survey. It has never been more like a pure luxury brand than it is now. Similarly, Chivas's main competitor, Johnnie Walker, has also positioned himself as a "gentleman who walks without stopping." Its advertising gives people the feeling of continuous improvement and positive challenges forever.

Let’s call the Chivas Life and Johnnie Walker a new sense of luxury. They hide the fixed associations of the traditional luxury brands such as palaces and nobles, and build a layer of their own lifestyle on them. (Style), and deduces this lifestyle as a new luxury for high-end consumers.

“So what kind of life is Chivas Life? Two key words are: sharing and experience, going fishing in Alaska, picnicking at a lighthouse, and experiencing live performances of the world’s top music in China... The unexpected experience is “luxury” for our consumers. Whether or not these experiences may be possible in the real world, we all want to convey this attitude of living – to experience extraordinary leisure time with friends.” Chivas Advertising Agency Li Cao Ai Shanghai Stacey Wang said this.

Experience creating new luxury

New luxury requires new creative methods. Not only television commercials, Chivas communicates a lot of information about Chivas Life, Chivas makes the information of “Chivas Life” become the experience of the consumers and internalizes into a way of life through direct contact with the target audience. . So Chivas has invested a lot of marketing power in the BTL (offline), through the promotion of terminal promotions, PR (media based) PR, Special Event of small special events, Theme Campaign of large-scale theme consumers, etc. This series of activities has been integrated. In the concept of "experience".

[Daily promotion]

Have you experienced mixing whisky and green tea? Liquor brands often carry out promotional activities, and the competition for sales terminals is fierce. Turning buy gifts from a single function of increasing sales into a creative experience: Buying Chivas for 12 years to send green tea, which has become the fashion of today's pubs; now Chivas has started to donate Nestle Water, which is also daily Constant innovation at the promotion level.

[PR]

Similar to other luxury brands, Chivas tends to work with well-chosen designers, artists, etc. to create a series of public relations activities through mix & match manufacturing media attractions. In the 18th year, Chivas cooperated with Wallpaper Magazine (an internationally renowned design magazine that did not enter China) and invited cutting-edge designers to use Chivas for 18 years as a source of inspiration for creative works. It mainly promoted brands through media coverage. Specially located on the top floor of 41 Hengshan Road, Shanghai, designed by Ms. Andree Putman, exhibited works by five Chinese designers in different fields including furniture, architecture, and multimedia art, attracting media coverage and public attention.

[Special events]

Liquor brands usually hold wine tastings for special target consumers and media to bring them closer and spread wine culture. Chivas has organized a special event that highlights the unique “chocolate” ingredients and the “CHIVAS18+CIGAR” matchmaking method in 18 years. , Invite someone to make chocolates and cigars at the event and let the guests experience Chivas Life.

[Large Thematic Events]

Chivas also achieved significant results in its large-scale theme events in 12 years, from sponsoring the release of "Music Without Borders 2004" to sponsoring the Nora Jones concert to blowing the second round of the world's top ten DJ storms (April to June). Space Time 2070 and 1970 Theme Party).

Top 10 DJ (World Top 10 DJ Tour)

In 2005, in the 12th year, Chivas invited DJ, the world’s leading DJ Magazine’s annual ranking, to come to China to perform live discs. The news of the performance has received enthusiastic responses.

During the publicity period before the performance, the advertising agency specially designed and produced a series of print advertisements and video advertisements in cooperation with events. The advertisements were targeted on magazines, newspapers, TVs, outdoor and even small taxi screens; the Chivas website hung up Top 10 DJ's. Mini-site, using the "one-to-one" communication advantages of mobile phones and the Internet, not only delivers relevant information directly to a large number of target consumers, carries out prized events to attract interactive participation, but also further perfects the CRM system; in those long-term cooperating bars Specially-designed POSM (posters, roll-ups, desk cards, coasters, etc.) captures the attention of customers, and loses time to launch a new round of buying promotion with a specially produced commemorative music special series.

At the event, in the 12th year of Chivas, visual elements were applied to the extreme. With the DJ magic sound impressed in the guests' minds, there must be ubiquitous Chivas. If consumers are keen on the music of the bar, it is difficult to escape the top ten DJ storms. Experience world-class music experience in China. This is Chivas Life.

The marketing strategy of experiencing is exactly the reason for providing such a new luxury: replacing a single brand story with Lifestyle and replacing the sense of distance with a personal experience.

We have found that in addition to the limited number of brand image ads, most of the marketing power is concentrated online, at the terminal, and a considerable portion of online advertising is accompanied by offline campaigns. Its demand for channels is not only sales, but also strives to directly influence the final consumers at the terminal.

In addition, the Chivas Group has differentiated its consumer groups in the 12th year and the 18th year. The target consumer groups sought by Chivas during the 12 years are mainly 25 to 35 years old. They like to highlight their own style and are happy to share various good experiences and experiences with their friends. In the 18th century, Chivas pays more attention to “successful people” over the age of 35. They have a certain foundation in their careers and have higher requirements for leisure time. Adjectives such as “high taste”, “exquisiteness” and “honorable identity” cannot be used. lack.

Although they are all presenting the brand value of “Chivas Life”, the specific marketing programs for the 12 sub-brands and the 18 sub-brands based on accurate positioning are also different. In its 12th year, Chivas is dedicated to young consumers and is dedicated to providing world-class Chivas music experiences and party experiences. It has signed contracts with world-famous DJs and held various influential events at famous CLUB and PUB in major cities in China. In this way, the young “influencers” gradually recognized the “Chivas” brand personality and participated in the “Chivas Life” experience.

Chivas's consumer group for 18 years is also relatively small, and it is mainly through small salons, art collaborations, etc. to demonstrate a sense of luxury with quality, quality, and quality of life.

Visually maintain luxury taste

The visual system of a traditional luxury brand has become a defensive line that guarantees chivas luxury. Chivas's 12th and 18th year positioning is like that of a prince and a mature royal aristocrat. Although their wine bottle appearance is not much different, it inherits the traditional luxury brand's color system. Through different basic color product packaging, Chivas will have two. Sub-brand positioning, target consumer groups made a clear distinction: Chivas 12-year-old orange-based colors, oranges often bring young, passionate and stylish associations; Chivas 18 years of use of basic colors are more mature, low-key, mysterious Dark amber, and the label of the bottle is different from the 12 years of tradition to represent the blue of high-quality wine to further enhance the luxury of 18 years.

These two primary colors are uniformly implemented in every visual performance of Chivas:

Orange, fresh food, young people, parties, parties, music... Although the visual performance of Chivas is rich and varied, it actually has a clear "guideline". Chivas presents this element for 12 years. Most of the feelings are fashionable, dynamic, and dynamic; the main elements of Chivas' 18 years can be resolved into dark amber, wood grain, leather, and metal. Its feeling must be low-key, simple, tasteful modern. luxurious.

According to Miss Lu, an advertising agency company, the visual performance of the brand is extremely "rigorously" controlled. Every visual performance, whether it is a print advertisement or a bar promotion card, must fully embody the spirit of "Chivas", and even cooperate with related brands of promotional activities. Promotional materials must be reviewed by the Chivalles Brothers Scotland headquarters before they can be used. So you won't see the 18-year-old display wall is decorated with Rococo style, and you won't see 12 years of youthfulness and vigor in red. Only those elements that match Chivas style can be applied to the brand's visual performance. .

It can be seen that Chivas's visual system is both brand spirit and traditional luxury brand. It is in such a system with many limitations that Chivas has established an innovative lifestyle, and it also maintains the stereotype of luxury brands in the minds of target consumers.

What is a good life experience? Chivas's official website categorizes the customers' good experiences with different themes: thrilling extreme sports, enjoying the best SPA in the world, selection of the best beaches, special editions of Carnival, historical monuments, and New Year parties... This taste of life is the best interpretation of “creative luxury”, so Chivas is not only enjoying a glass of rich whiskey, but also not just a symbol of wealth or social status, but a good experience in life and life. Together, it becomes the most "luxury" life experience.