This month, Pernod Ricard Travel Retail is running an exclusive promotion in Dubai Duty Free offering customers the chance to win one of three original works of art inspired by Chivas Regal 12 year old, 18 year old and 25 year old. The campaign aims to build brand awareness and promote the relevance of the age statement on luxury Scotch whiskies.
Description: Description: DDF T3 PillarTravellers who purchase from the Chivas Regal range can enter the competition by entering a unique code provided at the time of purchase, online or using the drop box in-store. To promote this innovative activity and create standout the original pieces of artwork and reproductions will be on display at strategic points in the retail arena of Dubai Duty Free.
The masterpieces were designed by renowned contemporary artists Jaideep Mehotra, Yusuf Arakkal and Wael Hamadehis, who have each tried to capture the individual personality of Chivas Regal 25, 18 and 12 respectively.
“The idea of original artworks is perfectly suited to a brand like Chivas which appeals to people who appreciate the finer things in life”, says David Freeborn, general manager of Pernod Ricard Gulf. “The campaign is designed to emphasise the importance of an age statement on fine whiskies, and we believe the commissioned art is an interesting way of expressing this. Maturing whisky over 12, 18 and 25 years is a very expensive process and requires significant expertise. Not all brands on the market carry an age statement, yet they can still carry a premium price. We feel it is important consumers understand the importance of the maturation process and what this adds to the whisky in terms of quality and complexity and we are positive this activity in Dubai Duty Free will highlight this as well as encourage sales of Chivas Regal.”
“This is an interesting and original promotion I think our Chivas customers will appreciate and enjoy,” said Colm McLoughlin, managing director, Dubai Duty Free. “We are constantly looking for new and exciting ways to engage with our consumers. It is through initiatives like this one with Pernod Ricard Gulf that we have raised the bar, and we hope to continue working together producing one-off activities.”
Chivas Regal is the No.3 spirit in the Travel Retail sector.