There’s a fine line between ‘with heritage’ and ‘dated’, and Chivas Regal’s 12 year whisky had slipped into the latter category.

So new designs were developed seeking to create a subtle evolutionary change to improve contemporary relevance, for testing in five very different markets. The difficulty with researching evolutionary changes is that the designs are often very similar to one another, so the rotation effect takes sets in – this was certainly the case here. Our focus on monadic appraisal comes into play here: the first impression is the pure one, and from that point on a finely attuned research ear is required to sensitively separate the genuine insights from post-rationalised responses.

Our careful analysis helped ensure a pack that successfully dials up contemporary relevance without losing any of the brand’s 200-year heritage.

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