Chivas x Man Utd Below-the-line activation toolkit

Bringing to life the partnership between Chivas x Man Utd

We first started working with Chivas over 4 years ago helping them to define their below-the-line strategy. The strategic platform we created has been the foundation for communication in both the on-and-off trade and experientially and has ensured consistent brand behaviour in varying marketing conditions.

Last year, we worked on the Chivas x Manchester United partnership, producing an activation toolkit that has since been implemented in a record breaking 44 markets.

Following the success of our original toolkit, which was primarily focused on Asia, this year we created an add on global toolkit with special focus on the US market. The updated toolkit included new activation ideas, tools and POS needed to bring to life the partnership in the on-trade and has allowed markets to activate across the full on-trade spectrum, from low and high energy environments to owned events.

Most importantly, it brings together the idea of ‘Success is a Blend’ and one of the world’s most successful football teams.

Chivas' debut at Old Trafford