Chivas 18 has unveiled a new global and print advertising campaign, "generosity in every drop", to drive awareness of the expression among modern gentlemen and support its position in the increasingly competitive luxury category.
The campaign features Chivas 18 elevated amongst a scene of falling crystal droplets that encapsulate a selection of the blend's 85 tasting notes and represents an evolution from the brand's former successful advertising platform, "every taste a new experience".
The campaign takes inspiration from the brand's recent collaborations with Pininfarina, the Italian design company, who created a patented 'droplet' shape for the whisky blend that led to the successful launch of three limited editions in 2013 and more recently the delivery of luxury experiences in the on and off trade through ice making tools.
To create the adverts, Chivas 18 has worked with a selection of leading craftsmen. Peter Layton, designer of the crystal droplets depicted, is one of the world's most widely respected glass artists. He has influenced and nurtured international leading glassmakers and continues to support his professional community by running his studio as a collective at which his peers are free to use the kilns to develop their skills. Popular food stylist Peter Smith and Dan Tobin Smith, a globally acclaimed and contemporary photographer who has shot for Dior and Alexander McQueen, have also collaborated closely to produce this modern campaign.
Richard Black, Global Brand Director for Chivas Regal, comments: "We are thrilled to be launching this campaign, which is not only visually beautiful and contemporary, but will also further support our position in the ultra-premium category by conveying our values of generosity and luxury. Chivas 18 is an award-winning whisky created by Chivas Regal Master Blender Colin Scott, who has crafted our exceptional Scotch blends for over 24 years, and we are certain that the new creative will raise awareness of the expression's complex and sophisticated flavour profile among whisky enthusiasts and modern gentlemen."
In support of the campaign, Chivas Regal has created a series of photographs and videos showcasing the creation process of the advert that can be downloaded/watched below.