Reframe the positioning of Chivas – an expensive and luxurious brand - to make it relevant and appealing to Gen Z.
The brand struggles to appeal to them, as it's tied to outdated codes and symbols that don’t resonate with their values.
In Bulgaria, Gen Z and young Millennials feel lost and unsupported, burdened by a communist legacy, a lack of entrepreneurial role models, and the shallow materialism of the 90s chalga culture.
The most successful people know that real luxury has expressions beyond the material.
