REVOLUCION was at the helm of Chivas Regal's Hispanic brand and promotional communications, working alongside Brand Architecture International, TBWA's branding arm in charge of the Chivas general market and global brand work, and Pernod Ricard USA, the brand owner & importer.

THE (Hispanic) CHIVAS LIFE is rich, generous and optimistic. It embraces the spirit of living life to the fullest. Simple and uncomplicated, it invites us to celebrate. THE CHIVAS LIFE evokes the new life that we as Latinos come to the U.S. to create. This aspirational positioning complemented the global message, while contributing relevant and insightful creative to a pool of international executions.

To broaden the appeal of the world's first luxury Scotch whiskey with Mexicans, we went straight for the heart. El Tri, as the Mexican World Cup soccer team is known, is the ultimate expression of passion for Mexicans here, there and everywhere. With passion being a key ingredient in the Latino Chivas Life, our partnership proved itself to be the winning goooooooool!