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Communications

Santiago Solutions Group developed and executed Espíritu de Progreso Latino (EDPL) or Spirit of Latino Progress for the Chivas Regal® brand. This program is a long-term, Hispanic CRM platform aligned with customer insights, Chivas Regal brand positioning and growth trends.

  • Santiago Solutions Group integrated paid media with various consumer engagement methods to support the brand’s focus on Chivas Regal 18 as its “halo product”:
  • Retail promotion in key participating Hispanic off-premise accounts displaying POS and Chivas 18 ambassadors’ events
  • Paid ads and editorial support across targeted print, radio & online media
  • Digital Direct Marketing including banner ads, contextual ads, SEM and social media marketing
  • Coordinated viral support from community-based organizations through flyers, e-Blasts, e-Letters, Facebook, site links
  • Campaign components drove viewers to:
  • Retailers participating in the program
  • EDPL micro-site and Facebook page for personal engagement opportunities
  • The 2009 EDPL program exceeded goals against the following measurements:
  • Brand impact – Improved opinion of brand by +67% vs. 50% goal
  • Sales impact – Increased Chivas Regal 18 sales by +117%
  • Online engagement – Increased by +128% vs. previous year
  • Target reach – Increased reach to Bilinguals by +91% vs. 67% goal

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