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New-media production firm Graphico New Media developed the .

Graphico's objectives were to communicate Chivas Regal's brand personality and values, which target 30- to 40-year-old consumers with an appetite for life.

The site aims to provide consumers with an engaging online experience. It looks to encourage consumers to learn more about the whisky, and invites users to visit the whisky distillery at Strathisla, home of Chivas Regal. It also links to local market sites.

Han Zantingh, global marketing manager at Chivas Regal, said that visitors from all over the world would now see the same branding.

"We knew that to really drive the Chivas Regal brand, we would need to use a complementary mix of both online and offline activities, all carrying the same messages," he said.

Michelle Mitchell, senior account manager at Graphico New Media, said: "The actual design of the web site was key, as it needed to create a feel which instantly evoked the image of Chivas Regal as a symbol for those with an appetite for life.

"At the same time, we had to ensure that our designs reinforced Chivas Regal's consistent messaging and provided enough flexibility for the local marketing teams to develop content specific to their markets."

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