Based on the advocacy model created by our Founder (“talk to a few to engage the many”) and how tribes/communities are connected through passion points or indeed ethnicity, we highlighted an opportunity for Scotch Whisky - particularly Chivas Regal and HNW Indians who were high volume consumers of Whisky but not Chivas.
The key actionable insights were:
Driving call to action/”brand for me” from the valuable untapped latent aspiration that Chivas
Realising consumption occasions - “creating permission” and high end Indian Weddings Indians were a connected community through entrepreneurial endeavours/business and celebrated success of others within the community.
The strategy was two fold - education and commercial.
We formed strategic partnerships with:
A series of invitation only highly targeted private dinners at Michelin Starred Benares - specially created menu to match the constituent whiskies in Chivas so guests understood what made up the luxury blend. I Invitations were including a women only evening with Anita Rani.
Budget: By end of year 2 this activity was almost cost neutral - washed its own face and was put into year 3 as a major part of the brand strategy so no longer tactical. Year 3 we looked at the product mix and focused on Chivas 18 which drove increased margin by volume