Chivas - Live with Chivalry!

CHIVAS REGAL REVIVES THE VALUES OF CHIVALRY

Kuala Lumpur, 6 March 2009 – Chivas Regal launched its new global advertising campaign today at a glitzy launch party headlined by renowned international DJ Seb Fontaine at Euphoria by Ministry of Sound at the buzzing Sunway Lagoon Resort. Flanked by gallant riders on horseback as they entered the Chivas stronghold for the night, guests and media were enthralled by a bevy of inspired performances by the likes of Seb Fontaine, DJ Blink, DJ Didjital from Bass Agents, MOS House DJ Victor G, and a host of other entertainment as the party continued long into the night.

The new global advertising campaign is titled Live with Chivalry, and aims to revive the values of chivalry and invites us all to live a more fulfilled life. Promoting a positive point of view on life, it is a campaign for “modern knights”, a timeless code of conduct borne of the knights of old that sets people apart from others and celebrates an eternal ideal of substance, class and sophistication. It is a reaction against an age of individualism and materialism and brings back the values of honour, loyalty, gallantry, and brotherhood, to aspire to ideals higher than oneself.

“Live with Chivalry is not about preaching and telling people how to behave but more of a point of view or code on life. Through ‘Chivalry’ we are demonstrating the strong values of the brand. It is relevant and aspirational and can lead to a more fulfilled life”, said Aaron Ang, Brand Manager of Pernod Ricard Malaysia.