Blackpink’s LISA Is Chivas’ First Asian Female Represent
Global sensation LISA continues to inspire, break boundaries and give back as she spearheads Chivas Regal’s new campaign. Only the finest character to represent the finest malt and grain whiskies.
In Chivas’ new ‘I Rise, We Rise’ campaign, the influential K-pop musician shares how her journey blends seamlessly with the manufacturer’s ethos of “success and elevating those around you”. As LISA continues to forge her own path and inspire on greater, global levels, Chivas is all set in appealing to a new generation of Scotch drinkers, especially in Asia.
Leading in self-confidence and empowerment, LISA has undoubtedly broken boundaries and went beyond social parameters in her story to success. K-pop is a definite non-stop hustle and LISA proved that multiple years of training and tenacity have definitely paid off.
LISA is the ultimate symbol of hard work, determination, humility and generosity — an apposite embodiment of Chivas’ principles. “There were no shortcuts to get where I am,” LISA says in the campaign film. “After being on such a huge personal journey and hustling over the past few years, I want to inspire people to elevate themselves”. As a whisky fan with closely aligned values, the artist adds that it was only natural to partner with Chivas.
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Nick Blacknell, global marketing director of Chivas, commented that LISA is the perfect spokesperson for the campaign. Other than shared values with the brand, the international superstar is “a role model for the next generation” and “has appeal across a number of passions including music and fashion”. The dynamic collaboration aims to bring Chivas to new demographics as the manufacturer enters a new era.
Filmed on location in Seoul, South Korea and directed by Liukh, the ad features LISA encouraging viewers to make success on their own terms while having a refreshing Chivas Highball in hand. There will also be live events, activations, and exclusive drops happening through 2022.
Additionally, the Scotch Whisky brand presents a new and sustainable design of its signature Chivas 12 expression — reborn for the modern, sustainability- and style-conscious whisky drinker. The bold and contemporary upgrade of the bottle, label and pack uses less glass, plastic and recycles with less energy as well.
Watch the campaign film below and grab your own blend of success at chivas.com.
In other alcohol news, Leonardo DiCaprio has acquired an equity stake in French champagne Telmont as part of his investment towards sustainability and environmentalism.
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