The microsite features an entire metropolitan block, inspired by New York City, with different buildings and places holding information about different types of marketing activity.
So the airport has advice on how to apply the brand in duty-free environments, while the rooftop bar has information about events and billboards feature above-the-line advertising.
All Chivas 25 brand managers around the world have been invited to access the brand guidelines microsite through a pop-up city-black invitation.
Someone co-founder David Law says, ‘What was important was that we were able to immerse the local marketing teams in the Chivas 25 brand world in a way that would give them a clear insight as to how to create events and marketing activity that are tonally right for Chivas 25 anywhere in the world.’
Someone was appointed to work on the Chivas Regal 25 branding last year, by brand owner Pernod Ricard.
Law says, ‘We didn’t set out to change anything unnecessarily. The beautiful packaging work by Coley Porter Bell was the starting point.’ He adds that the new brand guidelines are based on ‘New York luxury in the first decades of the 20th century remixed for today.’
The new brand guidelines are rolling out in all markets around the world from next month.