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Brief Published: 23 Jan 2013

Chivas Regal’s Films on Friendship


Scotch whisky brand Chivas Regal has teamed up with Mexican film production company Canana to release two short films about male friendships.

Canana, founded by actor/director Gael Garcia Bernal and his friends Diego Luna and Pablo Cruz, is producing two films exploring themes such as trust, forgiveness and acceptance. The films will be released on a Chivas/Canana branded Facebook page during January 2013.

The strategy seeks to tap into the nature of male friendships and the opportunities it creates for enjoying products such as whisky, while also linking Chivas to intelligent and artistic creators, upping its cultural value in the process. It follows previous initiatives to associate the brand with ambassadors such as luxury English shoemaker Tim Little. See the Stylus report on New Brand Ambassadors and What’s Your Cultural Value for more insight.

Chivas Regal is also following in the footsteps of brands such as Denny’s in the US, which has discovered the potential of creating branded, curated content online for its entertainment-hungry and internet-savvy consumers. See Denny’s Always Open, AOL Targets Top Producers for Webisodes, Miu Miu’s Women’s Tales and The Golden Age of Branded Videos for more.