This document discusses Chivas Regal whisky and its brand positioning around entrepreneurialism and having a positive social impact. It notes that Chivas Regal was founded by entrepreneurial brothers with a social conscience who aimed to help others succeed. The brand sees its target audience as "entrepreneurial thinkers" aged 28-40 who want to make a positive difference in the world through business. It outlines how the brand aims to provoke this audience's desire to have impact by celebrating social entrepreneurship.

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Chivas Regal
Win the Right Way
Jacqueline Chou
Business Director, Havas Worldwide London

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WHAT – our product
CHIVAS REGAL -
A GENEROUS
WHISKY, INSPIRED
BY GENEROUS,
ENTREPRENEURIAL
BROTHERS
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James & John Chivas were entrepreneurs with a social
conscience. They endeavoured to help others succeed
and ultimately enrich the lives of those around them.
This was their code of honour.

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Now it’s our turn…
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…..to write the next chapter and let the
entrepreneurial brothers’ spirit of generosity
enrich the lives of even more people around
the world.

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WHY – our brand belief
REAL SUCCESS IS NOT MEASURED
BY A MAN’S WEALTH ALONE BUT BY
HOW MANY LIVES HE HAS ENRICHED

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Generation Y share our core values…
civic, collaborative, entrepreneurial
Their idea of success involves having a
positive effect on the lives of others
This is a key motivation in their lives

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Post-crash people are re-evaluating what
is really important to them

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Generation Y believe the world is changing
• Their idea of success involves having a positive effect on
the lives of others and this is a key motivation in their lives
• “I would like to be part of a truly important cause”
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• 76% • 76% • 77% • 82% • 79%• 83% • 67%

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WHERE – our playground
WHERE BUSINESS MEETS
HUMANITY (SOCIALLY AWARE
ENTREPRENEURIALISM)

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Generation Y share our entrepreneurial spirit
1.Highest levels of youth unemployment
worldwide since the great depression
2.Trust levels in big business and banking at an
all time low – now 80% of Gen Y don’t want to
work for big corps
3.70% would like to set up their own business –
even higher in BRIC countries

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• of Gen Y claim that it is important that
their work makes a positive impact on the world.
• They, like Chivas, want to put the
humanity into success.
Source: The Taskforce for Talent Survey 2013 12
86%

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THE SOCIAL ENTREPRENEUR
They are entrepreneurs first but also want to make
their positive impact on the world.
They believe in both Profit and Purpose.
THE NEW ROCK STAR OF OUR TIME

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WHO – our audience
ENTREPRENEURIAL THINKERS

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ENTREPRENEURIAL THINKERS
• 28-40 yrs
• Forward thinking approach to business
• Seek out new ideas & ways of thinking
• The career ladder is only one path to success
• Want to make a positive impact
• Believe that you should put more into the world than
you take out
• Always make time for friends
Source: GWI 2013 Q4 wave
Base: 4215 global audience
Our key target
They agree or strongly agree to:
 I think it is very important to contribute to the
community I live in
 It is important to stay in touch with what is going
on in the world
 I am proactive about investing money
 I feel positive about the global economy
 I feel positive about the future of the environment

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New generation with different
values and behaviours
More civic, collaborative and idealistic than previous generation
Generation X Generation Y
(Millennials)
Accept Diversity Celebrate Diversity
Practical Pragmatic Idealists
Self-reliant Self-inventive
Reject the Rules Rewrite the Rules
Live on the Edge Pursue Luxury & Comfort
Mistrust Institutions Bypass Institutions
Me-centric We-minded
Individualist values Communitarian values
Work/Life balance Work/Life fusion

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They are digital natives
• Unlike Gen X who entered the workplace and were then
subsequently introduced to digital tools/media this
generation have never known a World without digital
• The internet has had profound effects on people – from
the way we communicate to people, our purchasing
behaviour, how we entertain ourselves, how we present
ourselves to the World, how we meet people and even
the way our brains store information
• Unlike previous generations, Gen Y recognises the
internet can unite people to become a force for good –
outing unscrupulous companies, mobilising people to
help elect the right person and even toppling
dictatorships

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They crave entertainment with a purpose

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HOW – our behaviour
PROVOKING MEN’S DESIRE TO HAVE
A POSITIVE IMPACT ON THE WORLD

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Many dream about starting
their own social business
– to make money & make a
positive impact on the world…
… but only 3% have acted upon this desire

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Campaign highlights

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Consumer Feedback

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Market Feedback
• Overall the campaign was received very positively by all markets
• Markets felt the inspire films were very strong assets in delivering the brand point
of view clearly to the consumer in a modern/contemporary way.
‘A strong campaign which inherently reflects values of LWC, and a territory that has
not been exploited by any spirits brands to date in the Gulf. The films are well
produced and have worked well on social media films and digital channels.’ PR Gulf
‘Excellent toolkits and assets were delivered for this campaign.’ PR Mexico
‘Video assets are very inspiring and effective to communicate overall campaign idea’
PR Thailand
‘Our best performing piece of creative was the 30s Inspire Film with the most effective
channels to deliver this being You Tube pre roll and Facebook ads at an average CPV
of £0.08. The film creative was excellent, and production values incredibly high.’ PR
UK

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