CHIVAS REGAL 18 GOLD SIGNATURE LAUNCHES IMPRESSIVE NEW GLOBAL LIFESTYLE CAMPAIGN – Scotch Whisky News

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CHIVAS REGAL 18 GOLD SIGNATURE LAUNCHES IMPRESSIVE NEW GLOBAL LIFESTYLE CAMPAIGN

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The No 1 ultra premium Scotch in the world, Chivas Regal 18 Gold Signature, has unveiled new advertising to drive its continued international success. The brand is launching both new print and TVC advertising that will communicate its outstanding product quality and luxury credentials across its key markets.

A new TVC, created by Euro RSCG and directed by the Gold Lion-winning Eugenio Recuenco, is set in a surreal neo-baroque world.  It features a female muse as the embodiment of Chivas Regal 18 who brings life-energy and pleasure to the world as she passes through it.  Solid objects are turned to gold and living objects, including the three male protagonists, are re-animated by her.  The central theme is the pure pleasure that Chivas 18 brings whilst visually reflecting the brand’s full name, Chivas Regal 18 Gold Signature.

The accompanying print campaign expresses the sophisticated and indulgent style of Chivas Regal 18 Year Old through luxurious visual cues.  The Master Blender Colin Scott can identify up to 85 different flavours within Chivas Regal 18 ranging from walnuts to dark cacao, and the new creative reflects this uniquely rich and multi-layered quality. In addition, beautiful and unexpected items such as diamonds spill out of some of the depicted flavours, such as cracked walnuts, to again amplify the product’s exceptional and rare qualities. 

Chivas Regal Global Brand Director Sophie Gallois explains: “This TV advertising is a real innovation in the world of luxury Scotch whisky. Like Chivas Regal 18 Year Old, the new advertising is both sophisticated and luxurious. It will enhance the message of product quality and uniqueness in a rich and creative way that will capture the imagination of consumers globally.”
 
The TVC will be shown in 30s and 60s versions and will carry the ‘Live With Chivalry’ logo marrying it to other Chivas Regal advertising globally.

Chivas Regal 18 Year Old, created by Master Blender Colin Scott in 1997, is made from an indulgent blend of whiskies that are hand-picked for their exceptional richness. Chivas Regal 18 Year Old is the luxurious and successful extension of Chivas Regal, the flagship Scotch whisky of Chivas Brothers, and sells over 200,000 9l cases (over 2 million bottles) globally.

Notes:

Chivas Brothers is the Scotch whisky and premium gin business of Pernod Ricard – the world’s co-leader in wine and spirits.  Chivas Brothers is the global leader in luxury Scotch whisky and premium gin. Its portfolio includes Chivas Regal, Ballantine’s, Beefeater Gin, The Glenlivet, Royal Salute, Aberlour, Plymouth Gin, Longmorn, Scapa, 100 Pipers, Clan Campbell, Something Special and Passport.

In July 2010 Chivas Brothers launched The Age Matters campaign to help consumers understand the importance of Scotch whisky age statements.

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