Chivas, the original luxury blended Scotch whisky, is causing a stir with its new global creative campaign, Success is a Blend. Rolling out through the line globally from October, the campaign celebrates the belief that blended is better, in life and in Scotch.
Chivas’ belief in blending was instilled by founding brothers, James and John Chivas, who pioneered the art in 19th century Scotland. Two centuries later, Chivas is still demonstrating how the art of blending can create a more complex and generous Scotch. Through Success is a Blend, Chivas looks to champion blended Scotch and demonstrate the cultural truth that our own unique blend is what makes us who we are – and when we collaborate with others we can achieve the greatest success.
The Success is a Blend campaign, created in collaboration with McCann London, marks a creative evolution from previous Chivas campaigns, with striking colour and bold text bringing a fresh look and feel for the Scotch whisky category. All Chivas products will be brought under the Success is a Blend campaign, keeping a common thread across the portfolio that talks to both product and brand values. The nature and design of the campaign allows flexibility for bespoke adaptation in markets around the world, with Success is a Blend being activated in over 45 markets in year one.
The campaign made its debut with the launch of the three-year partnership between Chivas and the world’s biggest football club, Manchester United. Just as Chivas Scotches bring together the best malt and grain whiskies, Manchester United brings together the world’s top footballers, a dedicated Club team and a legion of fans all around the world to create one of the world’s most successful teams. Together Chivas and Manchester United aim to show that blended is better – in life, football and Scotch.
Richard Black, Global Marketing Director for Chivas, comments: “Chivas has had a strong year, recording a return to growth with +5%* value worldwide. There is real momentum behind the brand and we believe this new campaign is going to take us to the next level. It’s a bold move for the category, but – crucially – one that speaks to the very heart of Chivas’ DNA.”