Chivas Regal by Pernod Ricard Pacific has appointed Andpeople lead creative agency, after a competitive pitch process.
The appointment of the Sydney creative agency reflects a commitment to revitalise Chivas Regal’s positioning and a new culture strategy to connect with the next generation of whisky drinkers.
Eric Thomson, Global Marketing Director for Pernod Ricard Winemakers and Pernod Ricard Pacific: “At its core Chivas Regal has always stood for luxury, for celebrating success and elevating yourself and those around you.
"We want to bring these values to a new generation of consumers whose definition of success is different from generations before them.”
"Andpeople have demonstrated a great understanding of how Chivas can effectively connect and recruit new consumers to the Chivas brand and do so in a way that feels genuine, is culturally relevant and that will help us build long term brand equity with a new generation of consumers. We are looking forward to working with Andpeople on an exciting new direction for Chivas.
"For the Chivas Regal brand to connect with a new audience we need a specialist partner who can create credible conversation in culture.
"We’re entering new territory and must start by understanding the value we are creating. Andpeople are the leading cultural specialists in market, creating and maintaining relevance for big global brands so are the perfect partner to lead our new strategic direction."
Andpeople Managing Director Andrew McDade: “For our culture specialism to be recognised by one of the world’s most iconic whisky brands, and global leaders in Pernod Ricard is an exciting moment for us but also a clear indication that brands are thinking differently about how to build cultural relevance with the next generation.”
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