Art Of Hosting

Nothing goes better with whisky
than a cracking story.

The Problem

Chivas Regal’s ‘Art of Hosting’ is a duty free pack that comes with stylish tumblers. It had been a huge success in this tough retail environment for years.

Chivas then launched The Venture – a global programme celebrating businesses with purpose. A great cause, but are consumers interested? In busy airports, promotions are the winner. We were briefed to build The Venture into our pack and make it relevant to the drinking occasion… while staying above the clutter.

The Outsmarting

So we found Apolis, American social entrepreneurs who empower craftspeople worldwide. As it’s run by two brothers, there was a neat heritage fit with John & James Chivas.

Apolis reinvigorate communities with fading industries, and found Studio Xaquixe, an artisan glass collective in Mexico. We gave the studio waste glass from our whisky tumblers, and they created artisan glassware which was sold through Apolis. The story was a great example of Chivas’ new programme, and fitted nicely with our pack too. It gave us an extra edge in duty free shops, as well as something for travellers to toast with their friends.

The Outcome

Chivas loved our solution so much that the brothers who run Apolis fronted their global campaign. In addition:

16 global markets used our creative toolkits to activate their campaign

Our recycled glassware helped create 400 hours of work for the artisans of Studio Xaquixe

This helped them earn $592 USD a month, compared to the area average of $89USD