After the initial re-launch of one of the oldest and rarest blend in its portfolio in NYC—Chivas Regal 25 YO whisky—the brand started a unique project aimed at educating its internal marketing team around the globe. In collaboration with London design experts SomeOne and a newly established Rupert Ray, Chivas Regal has developed a new brand world and interactive inspiring activation guidelines, showcasing New York’s Manhattan of early 1920s, where the 25 YO blend was first launched in 1909.

SomeOne’s co-founder Dalid Law comments: “As Pernod Ricard is a decentralized business we set out to create a luxury brand world that could be translated by Chivas’ global marketing teams, a brand world that recalled the glamour of the Original Chivas Regal 25 – New York luxury in the first decades of the 20th century remixed for today.”

“What was important”, says Law, “was that we were able to immerse the local marketing teams in the Chivas 25 brand world in a way that would give them a clear insight as to how to create events and marketing activity that are tonally right for Chivas Regal 25 anywhere in the world.”

Commissioned by SomeOne, Rupert Ray created an immersive digital experience for the luxury whisky brand: an interactive microsite of an old city, populated by spaces that showcased the various strands of marketing activity, creating living brand guidelines.

The user seamlessly navigates around the city selecting bespoke content within 8 hotspots placed in key iconic locations. These hotspots are: the Cinema and film experience, the Hotel that shows how to host dinner events, the Bar that demonstrates the on-trade experience, the Billboard that shows brand advertising, the Store front that displays brand merchandising.

All the guideline content is updatable and creates ‘living’ brand guidelines.