Pernod Ricard recently rolled out a Chivas 18 global campaign,
Every Taste a New Experience, allowing travellers across Asia to experience the
brand’s universe. The airport store activity is notable because it combined sensory, educational and
digital elements.
Chivas 18 is a blend made from some of Scotland’s rarest
single malt whiskies that are all aged for a minimum of 18 years. The company
says that Colin Scott, Chivas Regal’s Master Blender, can detect as many as 85
different flavour notes. The spirit, dark amber in colour, has complex aromas with hints of dried fruits, buttery toffee and
dark chocolate.
The activation, which was launched at the beginning of the
year, took place in airports across Asia including Vietnam, Singapore and
Malaysia and ran until May at Seoul Incheon airport. It includes the use of
video content displayed via touch-screen devices.
Pernod Ricard also commissioned a Chivas 18 cocktail book –
specially for the campaign - designed to offer new ways to enjoy Chivas 18.
Cocktails include the Mistral – a trio of drinks that incorporates the classic
Collins. Via the in-store touch-screen devices, travellers can select their
favourite cocktail while sharing via email its details and recipe with family
and friends.
Kyung Min, Pernod Ricard Asia Travel Retail’s marketing
manager, commented: “This year, we wanted to bring a dash of excitement to
travel retail by introducing new ways to enjoy and appreciate Chivas 18 through
our exclusive Chivas 18 cocktail experience and various digital hubs with which
consumers can interact to really get under the brand’s skin.
“Cocktails are another way of enhancing Chivas 18’s unique
flavours – through different ingredients and combinations, which awaken
different senses in each consumer.”
