Chivas Brothers gives Chivas 18 Gold Signature ad push

Chivas Brothers gives Chivas 18 Gold Signature ad push

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Chivas Brothers, the Scotch whisky unit of Pernod Ricard, has launched a global advertising campaign for its Chivas Regal 18 Gold Signature variant.

The division said late last week that the print and television push will run in the product's “key markets”.

The TV ad, which appears below, will be shown in 30-second and 60-second versions and will carry the ‘Live With Chivalry’ logo, tying it in with other Chivas Regal advertising globally. The ad was created by Euro RSCG and directed by Eugenio Recuenco.

The campaign has been described by Chivas as being "long-term, having launched in May 2010 with no foreseeable end date. Initially the campaign was launched in China and will be rolled out internationally.

“This TV advertising ...  will enhance the message of product quality and uniqueness in a rich and creative way that will capture the imagination of consumers globally,” said Chivas Regal's global brand director, Sophie Gallois.