Chivas Regal
Chivas Regal is the leading blended brand of whisky in Austria. The company wanted to expand its market share by driving further into the home drinks market via off-sales. At the same time it wanted to lower the age profile of those selecting Chivas.
Approach
On-line poker is a major gaming phenomenon and attracts a large party/home drinking audience. To capture the passion around this pursuit a special retail pack was developed that included a DVD with a guide to the rules of poker, branded playing cards and a special voucher to gamble on Poker.com.
Results
Off sales improved rapidly and comparison with previous years showed a substantial 10% lift in sales compared by period. One key customer took over 4000 units and these sold out within three weeks.
Involvement
This work was undertaken by BBN Austria.
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