Chivas Regal, an icon of luxury blended Scotch whisky, announces first US led national advertising campaign with United is the New Gold. As a brand with rich history that’s always celebrated those who are redefining success on their own terms, Chivas’ new campaign embarks to reimagine hustle-culture with a modern-day vision of aspiration: shared success.
Chivas has a heritage rooted in the shared success of its founders, a legendary duo who set the tone foundationally to zig against convention. Centuries of expertise have gone into the ultra-prestigious whisky, and today the brand is resetting the tone with a new definition of success. United is the New Gold is a celebration of the wealth of togetherness: honoring the dynamic of power couples and encouraging them to take a moment to celebrate how far they’ve come by sharing a Chivas during Golden Hour.
“In a world that often measures success by individual power and how much money you have in your bank account, Chivas believes that true success is shared, acknowledging the role of our relationships in our success and taking the opportunity to celebrate how far you’ve come together,” says Emily Lane, Chivas Brand Director at Pernod Ricard USA.
In the campaign’s hero asset, created in partnership with McCann London, ants serve as an analogy to a modern-day couple supporting each other as they strive to meet their goals: an illustration of shared success. Set to ‘Just the Two of Us’ by Bill Withers, the 30 second spot is strategically shot in black and white to imbue emotional resonance, demonstrating the power of connection. Starting this month, United is the New Gold campaign assets will go live across streaming TV, online video, social, and OOH in key US markets including Dallas, LA, Miami, and New York City.
Marking the campaign’s launch is the US release of Chivas XV, a prestigious blended Scotch aged a minimum of 15-years and selectively finished in Cognac casks* – resulting in a beautifully golden and velvety interpretation of Chivas’ traditional house style. As a permanent part of the Chivas Regal range, the new golden-hued expression will turn Happy Hour into Golden Hour, allowing every sip to become a celebration of shared moments.
An unequivocally sophisticated experience, Chivas XV is best enjoyed in an elevated Gold Rush cocktail made with three simple ingredients:
- 2 parts Chivas XV
- 1 part Honey Syrup (2 parts honey and 1 part hot water)
- 1 part Lemon Juice
- Method: Pour ingredients into a shaker filled with ice; shake until well chilled, strain into a glass over a large ice cube. Add a lemon twist to garnish.
Chivas XV is now available at select fine retailers nationwide and online at ReserveBar for a SRP of $49.99. To learn more about United is the New Gold, please visit Chivas.com and follow along @ChivasRegalUSA.
*A portion of the blend is finished in Cognac Casks