Branding News: Chivas Regal unveils packaging overhaul

Chivas Brothers is to repackage its flagship Scottish whisky Chivas Regal 12 to give the brand a more contemporary feel.

The overhauled packaging, the first change since Pernod Ricard took control of the brand in 2001, will be applied to both the bottle and the famous silver carton to improve on-shelf standout.

Created by design agency Claessons, the packaging will be rolled out globally and supported by point-of-purchase activity. The updated label will retain its gold colour, but this will be enhanced with a burgundy backdrop intended to accentuate the warm character of the drink.

The new look will be introduced into an ongoing worldwide advertising campaign for Chivas Regal. The marketing blitz, which broke in October and is running in 50 countries, comprises a £28m global TV and print campaign for the 12-year-old blend (Marketing, 2 October). The work was created by TBWA/G1 and features the strapline 'This is the Chivas life'.

The brand has also redesigned its website through Graphico New Media.

Martin Riley, Chivas international marketing director, said the packaging revamp was intended to 'reinforce the product's prestige feel' and is part of the brand's efforts to retain its 'global status'.

Global sales of Chivas Regal grew by 7% in 2003 to 2.9m cases. The brand outperformed the global premium whisky market, which itself is growing faster than the standard whisky market worldwide.

Chivas Regal is available in more countries than any other Pernod Ricard brand. Whiskies account for 40% of the group's volume sales.

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