The Chivas Chain was an activation designed to promote Chivas Regal 12 Year Old whisky and connect with a younger audience at some of the most exclusive and “cool” bars in Colombia. Buying a friend a drink is easy, but what really puts chivalry to the test is being generous enough to buy a stranger a drink. A pay-it-forward type of chain, people were offered a free drink previously bought by a stranger they didn’t know. People could choose to accept the free drink and enjoy it without any obligation, or accept the drink and celebrate Chivalry and Generosity by continuing The Chivas Chain and buying another stranger a drink. It was up to them to continue The Chain and share the same feeling they had when they were offered a drink bought by a stranger. All for the sake of Chivalry and Generosity, the two Chivas core values.

During the 35 activations, the average of Chivas Regal 12 Year Old drinks sold per bar increased 550%. A record of 41 drinks were invited in one single night at a small bar that usually sells 3 drinks per night on average (excluding bottles).

The "high quality" database registrations, prioritizing quality over quantity, were achieved since people registering were the ones who were generous enough to continue The Chivas Chain, not those who were in it just for the free drink. If people continued the chain, they surely had chivalry and generosity as part of their personality.

People interviewed after the activation said they enjoyed the spirit of the campaign and continued The Chain because "they were gentleman" or "it made them feel good and wanted others to feel the same way."