Chivas Brothers has launched a new €50 million global TV and print advertising campaign for Chivas Regal, the company’s flagship brand.
The campaign,entitled ‘Live with Chivalry’, builds on the ‘This is the Chivas life’ campaign. ‘Live with Chivalry’ is targeted at discerning 28-40 year old male customers and is about being more and not just aspiring to have more.
Chivas Regal brand director Sophie Gallois said: “‘Live with Chivalry’ is creative and 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. The campaign has been researched around the world.”
Research company BrainJuicer carried out research on behalf of Chivas Regal in 17countries, with 3,000 respondents. The research showed that chivalry is a quality that is valued around the world. 71% of people in this global survey agree with Chivas Regal, believing they would have a far better quality of life if the people around them adopted this new ideal. 95% of all men and women also said they found chivalrous qualities attractive in the opposite sex.
The campaign comprises 30 and 60 second TV ads, eight individual print creatives and out of home executions. The new advertising is part of a global marketing-mix investment which includes a significant digital presence, a new brand identity, on and off trade and Duty Free activity and PR campaigns.