To celebrate South African men’s flair for style, NATIVE VML has created a Chivas ‘Made for Gentlemen’ campaign that gives men the opportunity to design their very own African-inspired suit online and stand the chance to win a version that’s tailor-made by Fabiani.
“From concept, all the way through to website development and database management, NATIVE VML is responsible for the entire campaign locally, aimed at promoting the Chivas Regal 12 Made for Gentlemen Limited Edition”, says Ben Wagner, Chief Marketing Warrior NATIVE VML.
“Chivas Regal 12 is a brand made for gentlemen that incorporates luxury, craft, substance and style into everyday life. To demonstrate Chivas Regal 12’s deep connections to the values shared with bespoke tailoring, the new international release sees the brand link up with Patrick Grant, a modern icon in luxury menswear. The results is the limited edition tin case containing a bottle of Chivas 12 showcasing four silhouettes that each features a different style accessory associated with modern gentlemen: a tie, a cufflink, a watch and a pocket square.
“As a way of promoting it locally though, NATIVE VML decided to build on the insight that ‘Chivas gentlemen are made from style and substance’ by showcasing South African men’s own sense of style in a unique, local and authentic way.”
This they did by creating the microsite at www.madeforgentlemen.co.za where men can design their very own African–inspired ‘suit of substance’ using a suit customiser tool online. They can choose from 100 patterns and colours to create their own suit by customising six areas of the suit (the suit colour, inner lining, inner lining seams, collar, pocket hanky and the stitching). They can also peruse the gallery to get an eyeful of what fellow members of the Chivas Brotherhood have created. And once their masterwork is done, they can simply complete the entry form which automatically adds them to the Brotherhood community, an eCRM programme for Chivas.
The six chosen winners receive their own uniquely designed suits specially made by Fabiani, one of the leading local menswear retailers
“The campaign ties in well with NATIVE VML’s mantra of creating purpose driven work that lives in people’s lives, as the Made for Gentlemen website allows users to translate their unique style onto a Fabiani suit. That way the campaign celebrates South African style and culture by allowing the Chivas community to incorporate beautiful African patterns and designs into their personal creation,” says Wagner.
“A winning team can go a long way, especially when everyone on board has the brand at heart, and is always aiming to meet and exceed expectations. NATIVE VML pulled out all the stops to create this micro-site – it’s fun and engaging, and fully communicates the partnership that Chivas has with style and substance,” concludes McDonald Mabidilala, Chivas Brand Manager.
