The Chivas Charity Auction was more than just a PR event – it was the culmination of a year-long effort by Seagram to reposition the Chivas Regal brand as part of its Bicentenary celebration.
The Chivas Charity Auction – short history
Organized by Chivas Brothers Distilleries, coordinated from London to ensure seamless execution, this groundbreaking initiative marked the first International Nonprofit Auction in partnership with eBay, aiming to raise funds for global charities focused on solidarity, for example Rainforest Foundation.
The auction was designed to be one of the largest PR events in history. Over 500 lots were auctioned worldwide, featuring exclusive objects, once-in-a-lifetime experiences, and priceless situations that money couldn’t buy.
In the shadow of tragedy
The opening event was set to launch in London and Cape Town with journalists and teams flying in from around the world. From Paris, we were ready to depart with our media contingent on September 13, 2001. Everything was in place: the best design hotels in London were booked, top-tier journalists were confirmed, and an intense program of dinners, meetings, and outings was prepared. The auction’s unique lots – curated by each country to attract high bids – were poised to make history.
But then, September 11th happened.
I remember watching the tragedy unfold on TV in my Paris apartment, shocked. The world changed but I was still caught in the whirlwind of preparations, unable to grasp how deeply the events would impact us all.
The next day, I arrived at work, only to face a wave of cancellations from journalists.
In the morning of September 13th everything was cancelled. I don’t think there’s ever been a moment in modern history where so much passion, time, and effort were invested in something, only to see it collapse—just like the Twin Towers.
We all fell into a kind of collective despair. The world’s attention was fixed on the tragedy in New York, and no one had the capacity to care about the closing event of a company already in the process of being dismantled. Yet, the team had wanted to exit with grace and purpose, to create something that would redefine PR-not just as media mentions, but as a force for social impact and global connection.
A visionary project that has never been repeated
This initiative was part of a broader marketing and communications strategy. The goal was clear: reposition Chivas Regal by leveraging its bicentenary to host the first international fundraising auction, aligning the brand with noble social and humanitarian causes.
Such a visionary project has never been repeated. The efficient, global network Seagram built – capable of orchestrating an event of this scale – has never been replicated.
