[Brand] Chivas Regal is cool

The Chivas Regal website is cool!

The design is linked to a campaign featuring Elaiza Ikeda.
Below the product image in the MV is an embedded YouTube video, and the video below plays!

The campaign site is also cool.

This way of presenting it also entices the user.

A point I felt was a missed opportunity is that the production methods and history of Chivas Regal are buried in a sub-layer under the global menu, making them difficult to reach from the top page.

You can reach them from the global menu.

Each of the contents above can be read quickly and closed using a slider.

Perhaps the creators understand and have accepted that if they make this hierarchy too deep, users will get tired of reading and leave.

You can only reach it from the global menu ↑

Since it is a product with a long history and there are users who feel the romance in that, I felt it was a bit of a waste that the history and production methods were not more prominent.

That said, they probably don't want the top page to be too long and boring, and they really want people to see the Elaiza Ikeda campaign!! Is it a strategy to only make the content they want to show easily accessible from the top page as a priority?
Certainly, the lineup and recipes on the top page are important, aren't they.

Perhaps concerned that hiring Ms. Ikeda might alienate male users, the artisan page was crafted specifically for a male audience.

Creating a site that is loved by both new and old target audiences.
That consideration is important, and I learned a lot from this branding perspective, which is typical of a long-selling brand.

#ChivasRegal
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