Chivas Brothers is the Scotch whisky business of Pernod Ricard. Like their products, the graduate scheme has enjoyed success in bringing the brand to life globally.
The programme is quite different to many graduate programmes, as successful applicants needed to be mature and work in culturally different environments. This in itself proposed the main challenge – attract the right candidate, no matter how specific.
At Chivas, graduates are living their legacy by owning an international market, being in the spotlight at all times and making a name for themselves. From this, ‘Take Centre Stage’, and the idea to turn our graduates into timeless statues, was born.
We took six brand ambassadors to Linn House in Scotland, the home of the brand. Here, the ambassadors spent hours in hair and makeup, and were filmed and photographed in various rooms. They shared their experiences of taking centre stage as graduates, and what the opportunity to join Chivas Brothers meant to them.
With a campaign that was two weeks shorter and that had 40% lower media spend than last year, we saw some great results both from a brand awareness and attraction perspective.