« Kahlua Adds Mocha to its Family of Exotic Coffee Liqueurs | Main | Robert Mondavi Passes at Age 94 »
May 16, 2008
Euro RSCG Wins Global Chivas Regal Business
Chivas Regal, the Scotch whisky brand, has appointed Euro RSCG to handle its global advertising business, bringing an end to its 14-year relationship with TBWA.
The agency has been briefed to create a new high profile global campaign for the Pernod Richard-owned brand. It is understood that the international campaign will run primarily in Asia and the US, where the brand enjoys strong growth, with some exposure in the UK market.
Pernod Ricard’s Chivas Brothers unit has named Euro RSCG as its global creative agency for flagship Scotch whisky brand Chivas Regal, replacing TBWA/Chiat/Day, incumbent on the brand the past 14 years. Martin Riley, international marketing director for Chivas Regal, said the company “will develop a new creative approach with Euro RSCG for Chivas over the coming months and years.”
Most recently, TBWA developed the Scotch brand’s “The Chivas Life” campaign, which appeared in more than 50 global markets and included original online TV programming in addition to traditional advertising channels. TBWA will continue to handle other Pernod Ricard brands, including Royal Salute Scotch, Jameson Irish whiskey and Seagram’s gin.
Advertisements, (article continues below)
Pernod Ricard USA spends roughly $7 million in media advertising annually on Chivas Regal according to Impact Databank, but that represents only a small fraction of the global expenditure devoted to the brand. With global sales of about $1.55 billion in 2007, Chivas Regal is Pernod Ricard’s largest brand by retail value.
Martin Riley, international marketing director for Chivas Regal, says: "We have enjoyed a strong relationship with TBWA over the last fourteen years. They were instrumental in developing "The Chivas Life" campaign which successfully ran in over 50 markets around the world helping the Chivas Regal brand achieve its highest ever sales of over 4 million 9 litre cases."
TBWA will continue to handle the advertising business on the super premium Scotch whiskey brand, Royal Salute. Media buying and planning is handled by Aegis Media.
May 16, 2008
Posted by fortna at May 16, 2008 12:36 PM
Trackback Pings
TrackBack URL for this entry:
http://www.avenuevine.com/movabletype/mt-tb.cgi/3949