The Pernod Ricard whisky division Chivas Brothers is launching a €40m global TV and print advertising campaign for Chivas Regal in October 2003, as a major push to revitalise the brand image.

"This is part of the company's long-term strategy to restore the brand's fame and reinforce Chivas Regal as the world leader in the premium Scotch whisky segment," the company said.

The advertising will lead with the central theme 'This is the Chivas Life'.

One example, 'Ice Fishing in Alaska' shows three men, enjoying the dramatic snow and ice setting, with fishing tackle set up around them and a bottle of Chivas Regal open by their side. In a similar vein, an image of a couple dancing is captioned "Crossing the room like you own it."

Howard Southern, brand director for Chivas Regal 12 Year Old said: "Chivas Brothers has identified a distinctive territory for Chivas Regal, with universal appeal and long term relevance, encouraging consumers to choose Chivas Regal as the smooth and easily appreciated drink of choice, long-established as the catalyst for any social occasion."