From this month, with the help of Sanjeev Jassani, Vice President OgilvyOne New Delhi, and a very old and dear friend, we start a 15 episode series on DM case studies at OgilvyOne. This week we cover Pernod Ricard.
How do you celebrate and present the new face of an iconic spirit without denigrating the existing? More so when the spirit in question is Chivas Regal 12. The task gets even more challenging when the communication is aimed at the top rung of the core brand team that has lived through so many ‘changes’. So how do you shake them out of their ennui, raise excitement levels and ensure that this enthusiasm percolates right down to all those below them?
The old holds within it, the new face of exuberance. And this was demonstrated quite aptly by literally turning the carton inside out! As the old carton is folded back, the new one emerges from within, with the new bottle resting on a pedestal at its centre.
But the drama is not just reserved for the brand manager alone. It’s also to be shared with the team. And doing this to perfection are six identical miniatures of the ‘inside-out’ cartons, tucked into the base.
As each miniature is pulled out and reversed, from within emerges an exact new bottle replica holding an even bigger surprise. Hidden within each new Chivas 12 bottle replica are pen drives loaded with the new brand manual.
Sometimes the impact of announcing change without the usual razzmatazz is more lasting. Not only were the core team taken aback by the multiple surprises the mailer held, but the levels of revelation intrigued them to go through every aspect in detail. And the piece de resistance – the miniature Chivas 12 bottle pen-drive, became as coveted as the new Chivas 12 bottle to be shared amongst all. What’s more, request for more miniature pen drives were placed to be gifted to the trade.