| Title | Chivas Ahead |
| Title (original language) | Chivas Adelante |
| Agency | SAI Marketing, Inc. |
| Campaign | Chivas Adelante - SAI Marketing |
| Advertiser | Seagram |
| Brand | Chivas Regal |
| Posted | July 2000 |
| Product | Scotch |
| Business Sector | Spirits, Fortified Wines |
| Story | Chivas Adelante, El Rock de Manana, an on- and off-premise mobile marketing program. Latin dance shows performed on outdoor mobile stages in high-profile surge areas an outside key accounts. On-premise Chivas Regal signage, premiums and complimentary cocktails were distributed. |
| Philosophy | A lifestyle event program utilizing mobile music and dance events. Targeted music and dance was delivered to target Latino audiences in revelent on- and off-premise venues. Program achieved a 20.9% on-premise sales increase in key Hispanic marketing areas and generated a "buzz" and established saliency of Chivas "Genuine Pleasure" brand message to over 1,800,000 Latino consumers with 500 performances. Thirty-two million PR impressions were also generated. |
| Problem | How do you stem a 20-year declining category and completely restage the consumer brand perception from Dad's favorite drink consumed on special occasions to an every day brand with relevance and consumption appeal among 25-35 year-old Latino males? |
| Media Type | Promotion & Event |
| Market | United States |
| Creative Director | Greg Lee |
| Associate Creative Director | Tisha Wester |
| Copywriter | Antonio Guerra |
| Art Director | Jerry Scullion |
| Agency Producer | Mari Torres |
| Actor / Celebrity | Roberto Sanchez |
More Work
SEE ALLWindex Outdoor Spring FSI
- BRAND:
- Windex Outdoor
- AGENCY:
- SAI Marketing, Inc.