Chivas Regal is championing the arts and community in its latest campaign, I Rise, We Rise, as it re-positions itself, targeting a younger demographic.
To the product itself, the Chivas Regal bottle has been re-designed to capture the attention and interest of the contemporary, style-conscious Scotch whisky drinker. The bottle is also lighter, reducing its glass usage by approximately 1000 tonnes a year globally, and contained within fully recyclable outer pack.
From March through until May 2022, the I Rise, We Rise campaign will feature outdoors on street posters and billboards, with a complete mural takeover of Melbourne’s iconic Caledonian Laneway later this month.
The campaign is headlined by Australian creatives Manu Crooks, Jesswar, Jade Le Flay, Mikaela Stafford and Zig Annor. Comprised of six short videos, each accomplished individual shares their definition of success through community, and the idea that when one succeeds, we all succeed.
Since 2014 Chivas Regal has accelerated the unconventional success of 3.3 million lives globally through their Chivas Venture program, donating $6m in funding for cultural businesses. This year the refreshed program will support grassroots social change in local communities around the world.
Fronting the campaign with new bottle in hand, Manu Crooks embodies this style-conscious Scotch Drinker. With approval from Stormzy, A$AP Ferg and Zane Lowe (Beats 1), Crooks’ is the product of community support. Since 2017, his mantra has been to choose the collective hustle, rather than prioritising oneself. On success he says, “Like the old saying goes if you want to go fast go alone, if you want to far go together.”
Jesswar’s ruthless refusal of prescribed definitions is the foundation on which she builds her universe, and has seen her rise to become one of the most cutting-edge artists on the scene. Built up by her community, last year Jesswar won the Queensland Music Awards for best hip hop artist, and she’s currently nominated for best emerging artist by Rolling Stone Awards.
Chivas Regal is championing the mantra, I Rise, We Rise and the true definition that success is a blend.
Chivas Regal 12 out now via Dan Murphy’s, BWS, Liquorland, Vintage Cellars, First Choice Liquor and selected independents. Visit www.Chivas.com for more information.
