Chivas regal
giftpack and sustainable glassware
– PAST EXPERIENCE FROM CUBO DRINKS –
How could we bring Chivas Regal’s popular giftpacks in line with their new socially-empowering brand purpose?
We audited a wide range of social enterprise brands and approaches to the brief. Ultimately, we identified and partnered with US luxury lifestyle entrepreneurs, APOLIS, to create a bespoke project working with artisan glass-makers in Mexico.
By reusing glass that would normally have gone to waste, our new socially-responsible glassware helped the local artisans to earn $592 a month, compared to a local average of $89. Thanks to APOLIS, the logistics ran seamlessly and the glasses looked beautiful.
This gave us a incredible story to tell on-pack, along with an extensive campaign supporting the Value Added Pack, including window displays, shopper media and video content.
