The campaign, by Euro RSCG London, draws inspiration from the fundamental values of modern men and communicates a point of view on life that aims to encapsulate the Chivas Regal heritage.
A consumer-lifestyle survey carried out by found that chivalry is a quality that is highly prized and relevant to its 25- to 34-year-old target market.
Patrick Venning, head of marketing for whiskies at Pernod Ricard UK, said: ‘The "Live with Chivalry" platform will reinforce the exuberant and luxurious essence of the brand, while showing the need for us to bring back some positive values into modern life.'
In a related campaign, Chivas Regal 18 Year Old will be advertised in high-end print titles during November.
The ads are part of an increase in marketing activity for the brand this year, which includes the roll-out of a fresh brand identity.
.jpg)
.jpg)