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Chivalrous approach from Pernod’s top Scotch
Chivas Regal has unveiled a €50 million global television and print advertising campaign called “Live with Chivalry”. According to brand owner Pernod Ricard, the latest media drive “celebrates the concepts of masculine brotherhood, honour, class and sophistication”.
“‘Live with Chivalry’ is a strong communications platform which will reinforce the exuberant and luxurious essence of the brand around the world,” said Sophie Gallois, brand director for Chivas Regal. “The campaign is very close to the brand’s values – Chivas Regal is a drink of honour, integrity and passion originally created by the two Chivas Brothers to be shared.”
Created by EURO RSCG, the international marketing campaign comprises a television commercial with 30 and 60 second executions and eight individual print creatives. This is part of a global investment which includes a significant digital presence, a new brand identity, on- and off-trade and duty free activity, experiential brand events and PR campaigns.
The advertising is targeted at 28-40 year old male customers.
Chivas Regal is the flagship Scotch whisky brand of Chivas Brothers and sells 4.5 million 9L cases annually in over 200 countries.
Patrick Schmitt 12/11/08