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Chivas launches "Live with Chivalry' campaign

Published:  24 September, 2009

Pernod Ricard UK's Chivas Regal Scotch whisky brand have launched a new cinema and advertising campaign entitled 'Live with Chivalry' that draws on the fundamental values of modern men.

In the past year Chivas Regal 18 Year Old sold over 2.5 million bottles worldwide achieving a 2% growth. The new advertising is part of a global 360° marketing investment to further ramp up sales and includes a digital presence, new brand identity, on-and off-trade activity and events and PR.

The campaign which is targeted at 25-34 year old males aims to take inspiration from the fundamental values of modern men and is a reaction against an age of materialism that instead seeks to celebrate the concepts of brotherhood, honour, class and sophistication.

Patrick Venning, head of marketing for whiskies at Pernod Ricard UK, said: "We're seeing great momentum behind the Chivas brand at the moment, which is why the time is right to engage our consumers with this new creative campaign. 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."