Chivas: For Gentlemen Only
I'll admit it - for years, I viewed alcohol as a substance to help you unwind and just let loose. It's difficult not to image that especially when consumers are bombarded with images of frat boys drinking beer or reality TV celebrities downing liquor at clubs. But now, it appears that liquor brands are targeting a more sophisticated audience while using a mix social media platforms and traditional drivers, such as YouTube and print ads. Or perhaps, it's because I'm getting older and settling in my career and I'm paying more attention to how brands are communicating with external audiences. Either way, below I listed two examples of liquor brands that caught my eye and target older men, also known as gentlemen, in their communications.
(Full Disclaimer: I am working with this brand, but I still really enjoy their campaign)
Chivas recently partnered with Academy Award® winning short filmmaker Joachim Back to release two cinematic films that focus on the trials, tribulations and idiosyncrasies of modern male friendships. The 60 second trailer of the films is available on YouTube and the full films will be available next Monday, October 31st.
The collaboration and films are part of Chivas Regal’s ongoing "Live with Chivalry" campaign which launched in 2008 and encourages men to aspire not just to have more, but to be more. See the trailer below:
I couldn't help but see their billboard in the lower east side of Manhattan. Using Facebook and TheBar.com as communications platforms, Ketel One brought the "gentlemen back" through a series of music videos, directed by David O. Russell (Oscar nominated director for The Fighter).
Ketel One took a different approach, and instead of films, they decided to target the "gentlemen" through music. Like Chivas, the branding isn't too obvious and is subtle.