Chivas Regal to launch cinema and print ad campaign
24 Sep 2009
Pernod Ricard UK is launching a cinema and print advertising campaign,'Live with Chivalry', as its new banner for Chivas Regal Scotch whisky.
Patrick Venning, head of marketing for whiskies at Pernod Ricard UK, says, ''The 'Live with Chivalry' platform will reinforce the exuberant and luxurious essence of the brand, whilst showing the need for us to bring back some positive values into modern life. The advertising campaign is just the beginning of a host of activity for the brand which we believe will create significant awareness and stand out for Chivas Regal, whilst illustrating the brand's place as a modern, vibrant and relevant choice.''
Targetted at 25-34 year old males, the campaign seeks to celebrate, ''the concepts of brotherhood, honour, class and sophistication'' rather than materialism.
Pernod Ricard says that it communicates a point of view on life that is original and true to Chivas Regal's brand heritage.
The advertising campaign, created by Euro RSCG, launches on Friday, 25 September 2009. The print advertising will be placed in monthly and weekly magazines GQ, Wired and The Week and supplements, Times Magazine, Guardian Weekend Review, Observer Sports Monthly and FT Magazine during October and November.
The brand carried out consumer lifestyle research that showed chivalry is a quality that is highly prized and relevant to the brand's target audience. Seventy-one per cent of people surveyed believed that they would have a far better quality of life if the people around them adopted the positive values typified in the campaign.
