Challenge:

Launch new premium Scotch whisky brand Chivas 18 on a very limited budget.

Insight:

Traditional advertising was out of the question. A viral marketing approach using tribal leaders was necessary.

Solution:

Recruit top celebrities and high society identities to share their passions at an ultra-exclusive event, virallling out to their trend-setting tribes. The 18 Passions of Chivas 18 was born.

Results:

Talk of the town status. And a passionate response from Thailand's whisky drinkers. Chivas 18 immediately secured a confident foothold in the premium whisky sector.