Chivas Regal has launched a new global
TV and print advertising campaign entitled Live with Chivalry.The
campaign isbeing implemented in Asian and Brazilian duty-free markets
with high visibility in-store promotions.
According to Chivas owner Pernod Ricard, it builds
on the successful This is the Chivas Life campaign launched in 2003,
and celebrates the concepts of masculine brotherhood, honour, class and
sophistication. Pernod Ricard Americas travel-retail director of
marketing Saul Sola said: “These values of chivalry have recently been
identified as desirable by consumers around the world.”
An independent international lifestyle consumer survey carried out
by leading research company BrainJuicer in August 2008 on behalf of
Chivas Regal in 17 countries attracted 3,000 respondents. It revealed
that chivalry is a quality valued around the world with 71% believing
they would have a far better quality of life if the people around them
adopted this new ideal. An overwhelming 95% of all men and women also
said they found chivalrous qualities attractive in the opposite sex.
The Asian duty-free promotion runs fromOctober 2008 to January
2009 at airports across the region, offering customers the chance to
receive a gift with purchase. The campaign follows the first appearance
of The Live with Chivalry advertisements in Brazil in October in stores
at São Paulo and Rio de Janeiro International airports.
Customers will receive Aviator sunglasses when they buy one bottle
of Chivas Regal 12yo or a Chivas travel pilot bag if they buy two
bottles of Chivas Regal 12yo or one bottle of Chivas Regal 18yo. With
either purchase, customers will be entered into a grand prize draw to
win a Top Gun Flight Knights experience for two in the UK.
http://www.dfnionline.com/article/Chivalry-underpins-Chivas-Regal-campaign-1857564.html