CHIVAS REGAL x GGG

Boxing was hot with our multicultural millennial audience, but Chivas was not. Once a brand part of the fabric of Hispanic communities across the country, Chivas had become irrelevant to the new generation of drinkers in these same places.

When our team came onboard, our clients had just begun a partnership with world champion boxer Gennady Golovkin (GGG). This was a good start, but boxing was a cluttered space dominated by stories of individual success. Fueled by Chivas’ new global positioning “Success Is A Blend” we believed to stand out and make people care we needed to shift our storytelling from the man in the ring to the people his success has inspired.

So in the lead up to GGG’s upcoming rematch against Canelo Alvarez we made our audience - his fans - the main characters of our pre-fight narrative. Using their voices to uncover the blend of people, culture and style that helps to make GGG a world champion.

ROLES: Creative Strategy, Concept Development, Athlete & talent interviews, Launch Plan, Content Strategy