Live with Chivalry: the Classical Chivas Regal Advertising Campaign

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1. Introduction ………………………………………………………1 2. Background……………………………………………………….2 3. Advertising campaign of CHIVAS REGAL……………………2 4. Semiotics approach application…………………………………3 5. Perception& needs……………………………………………….5 6. Cultural Connotation of CHIVAS REGAL…………………….7 7. Self identity……………………………………………………….9 8. Branding………………………………………………………….10 9. Conclusion and limitation……………………………………….12 References…………………………………………………………..13 Appendices:

Appendix1……………………………………………………………16 Appendix2……………………………………………………………17

LIVE WITH CHIVALRY: THE CLASSICAL CHIVAS REGAL ADVERTISING CAMPAIGN

1. Introduction:

The classical CHIVAS REGAL advertising campaign and branding process will be analyzed in this study through adopting consumer behavior theories and advertising concepts to give an insight into how CHIVAS REGAL utilized perception、attitudes、images、values and culture influence on consumer behavior to be in the unbeatable position also illustrate the ways in which advertising can contribute to the organization of experience through the shaping and reflecting of our sense of reality. What will be analyzed is the cultural connotation contained in the campaigns, which is play a significant role to build a strong brand image thereby making the success of CHIVAS REGAL.

This thesis first elaborates the general information about the luxury whisky product of CHIVAS and the details about advertising campaign of CHIVAS REGAL to give a brief introduction of the content. Secondly, the advertising campaign will analyzed by semiotics theory and perceptions ideas and needs model to attaching the consumer’s resonance. The following part will explain the advertising campaign in terms of three main culture aspects and under Hofestede’s eyes regarding cultural dimension will be employed to describe it in more precisely. Subsequently, the self concept will vividly portray the advertising campaign of CHIVAS REGAL. Finally, a conceptual framework of branding orientation will expound the branding strategy of CHIVAS REGAL thereby aiming to attractive consumers and become a symbol of culture and avant-garde in whisky.

2. Background:

CHIVAS REGAL is a prestigious luxury Scotch whisky and it is distributed to over 150 countries around the world to “discriminating whisky drinkers” from the oldest operating distillery in Scotland, founded in 1786. Its was traditionally consumed by members of the nobility and gentry in Scotland (Francisco, 2003a). As can be seen, CHIVAS REGAL has a long history and culture. Moreover, the supreme and consistent quality of CHIVAS REGAL has become an indispensable part of the brand which makes it stand out from all whisky brands. “CHIVAS REGAL is acclaimed by consumers and described as” rich, rounded in the mouth, of a very good quality” (Francisco, 2003b). However, in the year of 2001, CHIVAS REGAL was the only brand to have suffered a dip in sales volume when confronted with formidable competitors (Francisco, 2003c). Georges Nectoux, chairman of CHIVAS BROTHERS, stated that CHIVAS REGAL is our sleeping beauty and the brand hires Pernod Ricard (the advertising agency of CHIVAS REGAL) to build a new advertising campaign aiming to rise again (Francisco, 2003d). The company then launched a series of classical advertising campaign endowed with “chivalry style” and cultural implications, which stimulated the market of CHIVAS REGAL to a large extent and to prompt back the leading position in the Scotch whisky sector.

3. Advertising campaign of CHIVAS REGAL

Advertising, after all, is essential for promoting products. When advertising is used to improve awareness levels and brand loyalty, perceptions and emotions have become two principal elements in advertising (Fill, 2009). According to Kapferer (1992), the development of successful brands should take the future blueprint and core values of a brand into consideration. Therefore, the following content will probe into the advertising campaign of CHIVAS REGAL...
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