Jane Leung
Jul 7, 2010

Chivas Brothers launches global campaign ‘The age matters’

Chivas Brothers, the premium Scotch whiskey brand under Pernod Ricard, is launching a global consumer campaign on 1 July, to advocate the value of æagingÆ.

The whiskey portfolio under this campaign includes Ballantine's, Chivas Regal, Royal Salute and Glenlivet. The project will initially launch across major travel retail outlets including key airports in Europe, Middle East, US and Asia. 'The age matters' will extend to domestic markets in a later phase.

According to research conducted by independent market research agency Buzzback in June 2010, 94 per cent of the consumers believe in the link between ‘age' and ‘quality' in whiskey. 89 per cent actively look for an age statement when making purchasing decision.

The campaign aims to raise awareness and educate consumers about the value of premium whiskey products. A logo stating ‘Guaranteed age whisky' is printed on all creative messages for this campaign.

Related Articles

Just Published

1 hour ago

Viagra takes home the Pharma Grand Prix at 2025 ...

The winning work from Ogilvy Shanghai answered the question of how to promote Viagra in a country where pharma ads are banned and intimacy is considered a taboo subject.

18 hours ago

Cannes Lions 2025: APAC winners

Asia-Pacific wins 22 Lions in Pharma, Health & Wellness, Audio & Radio, Print & Publishing and Outdoor.

21 hours ago

Omnicom Group plans full buyout of Clemenger Group

Omnicom is set to fully acquire Clemenger Group and launch a new Oceania management structure, with ex-executive Nick Garrett tipped to lead.

21 hours ago

Advertisers of the month in Australia: Budget ...

These brands saw jumps in advertising awareness in Australia in May onYouGov's BrandIndex, led by Budget Direct and its 'Balloons' campaign.