New global campaign reminds whisky drinkers that some things in life can’t be simplified
Chivas Regal, one of the world’s most iconic blended Scotch whiskies, has announced a new global campaign in celebration of the dedication, skill and time it takes to craft its award-winning Chivas 18.
Still expertly blended to the original recipe developed by Colin Scott, Custodian Master Blender at Chivas Regal, and one of the world’s most experienced Master Blenders, Chivas 18 is a distinctively rich and multi-layered blend, representing complexity at its very best. In an age that revolves around instant gratification, the new campaign encourages consumers to appreciate the more intricate things in life, which, like Chivas 18, take time and skill to create.
The campaign coincides with a new label and box design, featuring rich vibrant colours and luxurious textures, befitting of one of the world’s most loved blended Scotch whiskies. Refreshing the iconic Chivas 18 blue with a sophisticated new tone, used on both the pack and the label, will help it stand out on shelf and the back bar, while also better reflecting the brand’s ultra-premium credentials. Whisky fans need not worry though; the award-winning taste that consumers have come to know and love remains the same.
Richard Black, Global Marketing Director at Chivas Regal, commented: “Taking no less than 18 years in the making and with 85 flavour notes packed into every drop, Chivas 18 is the epitome of complexity. In celebration of this unrivalled spirit, our new campaign highlights its rich, multi-layered flavour whilst also honouring the expert blending process which leads to its creation. Through it, we want to remind consumers that some things in life can’t – and shouldn’t – be simplified.”