A new global campaign for Chivas Regal, named “Live with Chivalry”, was launched in October 2008. The campaign aimed to revive the virtues of chivalry by encouraging people to live life with honour, loyalty, courage, gallantry and brotherhood.

Ketchum Hong Kong helped Chivas develop a consumer campaign, “The Chivalry Alliance Party” in January to communicate this new branding slogan and highlight the chivalry virtues to target customers and media. Joint promotions with major publications were lined up to promote the Alliance Party and chivalry values before the event.

At the party VIPs and guests were served Chivas drinks all night. Creative tricks were integrated into performances by Kay Tse, Mr. and Kelvin Kwan to successfully deliver the chivalry virtues to the audience and attending media. The event attracted over 1,400 enthusiastic guests and impressive media coverage. A follow-up event will be held later this year.