A Coming of Age For Chivas Regal

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Chivas Regal will reposition itself this fall to target a more mature crowd via a $40 million global effort tagged, “The Chivas life.”

G1\Paris is creating the TV spots, which will run on cable in the U.S., and Omnicom Group affiliate Brand Architecture International in New York is handling print. Ads will be more realistic than before, focusing on themes of maturity and coming of age while embracing the brand’s luxury roots, said Chris Willis, client vp of marketing, who would not reveal further specifics about the creative.

“Chivas has had a lot of different campaigns over the last 20 years,” said Willis.



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