The Sound of Chivas Ultis
Nominated in the category
1.3 Audio Marketing
Applicants
iV / Kitchen Theory / Chivas Regal/Pernod Ricard
Abstract
As part of the global launch of Chivas Regal Ultis, iV designed multiple soundscapes for a series of multi-sensory tasting events held around the world. Drawing inspiration from Chef Jozef Youssef and Dr. Charles Spence, the soundscapes used sensory science to align sound with colours, tastes, and aromas that formed a distinct perception of the brand.
Detailed project description
Overview
In October 2016, Chivas Regal debuted the first blended malt whiskey in the brand’s history: Chivas Regal Ultis. Ultis is a combination of five signature single malts, each one hand selected from five distilleries in the Speyside region of Scotland: Tormore, Longmorn, Strathisla, Allt A’Bhainne and Braeval. At £155 per bottle, Chivas wanted to create a series of experiential marketing events that would be worthy of the whiskey’s history and prestige.
Concept
Chivas teamed with Chef Jozef Youssef (Founder of London based Kitchen Theory) to create a series of once-in-a-lifetime multi-sensory tasting events, offered to a small group of influencers in cities around the world. Those in attendance would have the opportunity to taste each of the five single malts, individually paired with crossmodally congruent aromas, textures, colours and soundscapes.
Process
Working hand in hand with Chef Jozef and the Kitchen Theory team, iV was tasked with developing the unique sonic expressions that would be a part of the “Chivas Regal Ultis Sensory Tasting Experience.” More than just ambient background music, these sonic expressions were based on our research with Dr. Charles Spence (Head of Oxford’s Crossmodal Research Laboratory) and used
sensory science to align sound with other sensory cues that together form a distinct perception of the Chivas Regal Ultis brand.
Soundscape Descriptions
Soundscape One: The Tormore Motif opens with a burst of citrus, represented in the sharp attack of horns that herald the beginning of our sonic journey. We sense a hint of sweetness in the melody that emerges, lifting us higher, propelling us upward as if to trace the swan neck shape of the whiskey stills.
Soundscape Two: The Longmorn Motif draws us into a rich soundscape, wrapped in a blanket of sonic warmth. Our tonal palette is soft and smooth, punctuated by a hammered marimba and percussion that emulates the sound of a struck copper pot, an artifact from the Longmorn distillery.
Soundscape Three: The Strathisla Motif conjures images of a playful stroll through a fruit orchard. The instrumentation is bright and lively, capturing an almost childlike sense of joy and wonder. Sounds of nature add to the illusion of being outdoors, surrounded by trees, with the smell of fresh peaches in the air.
Soundscape Four: The Allt A’Bhainne Motif features sonic textures of warmth and spice, captured by the low drone of both a cello and bagpipes. Sonic spiciness is further present in the tension of the bow drawn across the strings and the hammering of the dulcimer in the introduction.
Soundscape Five: Like a walk through a flower garden, the Braeval Motif is full of color and brightness. There is a hint of heather in the air as we wrap up our journey through the Scottish countryside, ending our single malt soundscapes with a floral flourish.
Soundscape Six: The Ultis Ultimate Opus. Our final soundscape represents a blend of the previous five motifs, mirroring how Chivas Regal Ultis itself is a blend of five single malts. Taking a cue from a flavour graph developed by the brand, the attack, sustain, decay and release of each of the five Single Malt Motifs, combined harmonically into a single opus, represent the journey of flavour found in every sip of Chivas Regal Ultis.
Results
To date, the Chivas Regal Ultis Sensory Tasting Experience has been offered in New York, Dubai, Thailand, Vietnam and Turkey, with others scheduled to follow. News articles, photos and commentary shared on social media have helped Chivas Regal introduce Chivas Regal Ultis to the world, through a unique event that has contributed to a premium experience reserved for true whiskey connoisseurs around the world.
Case film