To celebrate the 50th anniversary of DFS Galleria in Abu Dhabi Duty Free this summer, Chivas Brothers raised US$21,712 for The Smile Train charity, by donating US$2 from every bottle of Chivas Regal purchased.
To drive sales (volume) and encourage fundraising, Chivas Regal offered two gifts-with-purchase, across the complete range of Chivas SKUs:
- A Chivas Regal trolley bag with every purchase over US$93 from the Chivas range
- A Chivas Regal weekend bag with every purchase over US$66
David Freeborn, general manager, Pernod Ricard Gulf comments, “This was a great opportunity for Chivas and DFS to partner in celebration of the DFS 50th anniversary by giving something back. The offer communicated the Chivas Regal brand message and demonstrated the brand values of chivalry by incorporating a charity donation. Customers had the satisfaction of knowing a $2 donation was made to the Smile Train Charity with every purchase during this period. By expanding the offer across the complete range we encouraged consumers to trade-up to the more premium SKUs, and drove sales (volume) through the gift with multi-purchase offer”.