After success last year with a touring golf-themed pop-up environment for The Glenlivet brand spirits marketer Pernod Ricard has unveiled a new pop-up initiative for its Chivas Regal brand. The Chivas Studio opened two weeks ago in New York City; following a three-week run there it will pack up and move to Dallas Miami Chicago Los Angeles and Las Vegas.
The venues will host Chivas Scotch mentoring seminars concerts and invitation-only events for readers of magazines in which the brand advertises. But they’ll also provide a physical presence for other ongoing Chivas initiatives. For one brand reps will interview candidates who are applying for the “Best Job in The World” program which will select two consumers to be Chivas brand ambassadors for a year. The winners will be chosen at the studio’s Las Vegas stop.
The brand also will host private events for members of its Chivas Circle brand loyalty program. “Using The Chivas Studio as a way to engage our consumers on multiple platforms increases the buzz and exposure for the brand ” Craig Johnson Chivas Regal and Scotch whiskies brand director told Buzz. “We move into a city and focus our efforts our distributors’ efforts and our media efforts to build a better experience. All of the elements of our marketing mix add to each other and the studio is the central hub for those programs.”
The studios also will capitalize on major sports and entertainment events in each city—an afterparty following the Latin Grammys is planned in NYC on Thursday night; the Miami pop-up will be open for the two weeks leading up to the Super Bowl. Agency: Legacy Marketing Partners Chicago.
Separately another Pernod brand is using live activation at off-premise accounts in Massachusetts to draw attention to a series of Kahlua promotions for the next nine months. Reps—dressed to match the theme of each of a string of sweepstakes—are sampling white Russians inside liquor stores. The first promotion is for a spa getaway so ambassadors are dressed in traditional spa attire. Agency: On The Mark Promotions Boston.
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