Brand messages do not travel by packaging and advertising alone. There are dimensions to a product like Scotch whisky, for instance, that can only be expressed via other more extended forms of communication. One effective tactic is a standard brand presentation kit that any representative in any market region can use to deliver an in-depth presentation of the product, and drive home the key brand messages. We produced a number of these Product Education Packs for key brands in Chivas Brothers Scotch whisky portfolio. The Product Education Pack for the Chivas Regal 12 brand included actual samples of key ingredients for the audience to touch and smell. The four bottles contain samples of peated and unpeated malt samples of the raw spirit that each type of malt produces. A similar Product Education Pack for Chivas Regal 18 brand was also created. The kit included a complete background briefing manual for the ‘brand ambassadors’ who represent the brand around the world.
Client: Chivas Brothers, Pernod Ricard
Scope: Brand communication, brand education, corporate guidelines, anniversary branding, advertisements, stationery, packaging, tasting Kits