Chivas Regal taps into chivalry

Pernod Ricard UK is launching a cinema and print advertising campaign for Chivas Regal Scotch whisky brand under the banner entitled “Live with Chivalry”.

Chivas Regal Scotch whisky
Chivas Regal Scotch whisky

The campaign looks to ” the fundamental values of modern men” for inspiration and Pernod Ricard says that it communicates a point of view on life that is original and true to Chivas Regal’s brand heritage.

The campaign targets 25-34 year old males, and seeks to celebrate “the concepts of brotherhood, honour, class and sophistication” rather than materialism.

The advertising campaign, created by Euro RSCG, launches tomorrow ( 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. During November, print advertising will also appear in the sports sections of the Guardian, Observer, Times, and Sunday Times.

In a related campaign, Chivas Regal 18 Year Old will also be advertised in high-end print titles during November.

Pernod Ricard is investing heavily in Chivas Regal in the UK this year and has unveiled a new brand identity accompanied by on- and off-trade activity, experiential brand events and PR campaigns.

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. 71% 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. Additionally, 95% of all men and women said they found chivalrous qualities attractive in the opposite sex, with British men believing confidence, honour and intelligence are the three prime strengths of the modern man.

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.”

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