Royal Salute targets Asia in new campaign

Chivas Brothers has announced a new print advertising campaign for luxury Scotch whisky brand Royal Salute in Asia, to be launched in January 2010.

The new campaign will initially launch in China and will then be rolled out through the Asian region as the brand looks to capitalise on booming markets in the region.

The new campaign was developed by TBWA Singapore with a brief to update Royal Salute in a dynamic and fast changing region.

“Royal Salute is in a unique position as it is seen by prestige whisky drinkers to be the ultimate embodiment of timeless codes of Royalty from both a western and oriental perspective”, said Neil Macdonald, brand director for Royal Salute.

According to Chivas Brothers, the new print campaign presents metaphorical images of tributes to Royal leadership set in a timeless and striking landscape.

“Honour, passion, vision and conviction are strong values associated with the concept of Royalty and which dynamic entrepreneurial Asian whisky consumers see in themselves. Royal Salute brings them together in a highly visual and authoritative set of print advertising that refreshes the brand proposition,” added Macdonald.

The new Royal Salute print advertising campaign is part of a significant investment programme supporting Chivas Brothers’ aim to reinforce Royal Salute one of the leaders in the Scotch category.

Alan Lodge, 23.12.2009