Chivas Regal - Whisky Identity

Brief - 

to build an identity that can future proof Chivas Regal. To cater more to an audience of 18-25 that may need extremely major adjustments in order to engage with that type of audience. they want a identity that is current and uses their whisky as a status symbol. 

The Chivas Regal consumer currently - 

- a older generation that has been involved in whisky for quite some time
- predominantly male consumer
- 33-55 age range
- and affluent middle class man who often buys Chivas Regal as a way of self love and comfort 
- likes a bottle that has historical value 
- a consumer that often drinks whisky on it's own. 
- a consumer that's favour drink is whisky and they often show about it.

The 18-25 Consumer - 

- Will only drink whisky when is mixed into a cocktail
- Likes exciting drinks that have cool concepts and maybe even prizes 
- often drinks spirits mixed with something or having a flavour such as - watermellon vodka
- exciting colourful packaging engages them.
- drinks to get drunk

Pre-Exsisting Whisky that fits the stereotype 

Issues with paying to the stereotype-

playing to this stereotype will then constantly target the same consumer. This puts us into pitfalls as we are completely changing our consumer and trying to future proof the brand of Chivas regal. 

Possible areas to explore - 

18-25 are drawn by image and colour - whisky has associations of dark colours, make it bright turn it on it's head and convert the conventions of a whisky design and consumer. 
Does it have to be in a bottle - ice pops? shots? youngsters are into the age of 'shots' and drinks that are travel size. how far can we push this. could this be an additional add on to the identity.
label being wrapped round the bottle - can it be on the all of the bottle and not reveal any liquid 
social media being the key to engaging the audience - making a beautiful and engaging social media that tone of voice is engaging to that age range. giveaways? promotional code? 
brightening the photography and making that a pinicol focus - I know from being in this age range that aesthetic photography
floral pattern - a way for experimentation