Chivas x Nappa Dori
Background
Chivas Regal, a renowned Scotch whisky brand, sought to enhance its brand presence and boost duty-free sales by offering a unique and luxurious Gift with Purchase (GWP) experience. To achieve this, Chivas partnered with Nappa Dori, a distinguished Indian luxury lifestyle brand known for its handcrafted leather goods.
Objectives
The primary objective was to elevate the overall shopping experience for Chivas Regal customers at duty-free airports and, in turn, drive increased sales through an exclusive GWP collaboration.
Collaborative Concept
Chivas and Nappa Dori co-created a limited-edition collection of bespoke trolley bags. These bags seamlessly blended Chivas’s sophistication with Nappa Dori’s craftsmanship, offering travelers a stylish and functional accessory.
Execution
Exclusive Design: The trolley bags featured a distinct design inspired by Chivas Regal’s heritage and Nappa Dori’s signature aesthetic. The bags were crafted using high-quality materials, ensuring durability and a premium feel.
Limited Availability: The collaboration produced a limited number of trolley bags, adding an element of exclusivity. This scarcity encouraged customers to make duty-free purchases to secure this unique and coveted GWP.
Strategic Placement: The exclusive trolley bags were prominently displayed at Chivas Regal retail spaces within duty-free airports. This strategic placement aimed to capture the attention of travelers and create a sense of urgency to make a purchase.
Marketing Campaign: A comprehensive marketing campaign leveraged various channels, including social media, airport signage, and collaboration with travel influencers. The campaign highlighted the exclusivity of the Chivas x Nappa Dori trolley bags and emphasized the limited-time nature of the offer.
Results
Increased Footfall: The collaboration attracted a higher number of customers to Chivas Regal duty-free outlets, drawn by the allure of the exclusive GWP.
Sales Uplift: Duty-free sales of Chivas Regal witnessed a significant uplift during the campaign period, demonstrating the effectiveness of the collaboration in driving purchase intent.
Brand Recognition: The limited-edition trolley bags not only contributed to immediate sales but also enhanced Chivas Regal’s brand recognition and perceived value among travelers.
Positive Customer Feedback: Customer feedback indicated a positive response to the collaboration, with travelers expressing satisfaction with both the quality of the trolley bags and the overall shopping experience.