It may have been knocked silly by the recent escapades of disgraced politician Anthony Weiner and any male cast member of Jersey Shore, but upscale liquor brand Chivas Regal is reminding its customers that chivalry is not dead.
The Corby Distilleries brand has partnered with The Globe and Mail on a series of editorial features devoted to the topic of chivalry. The features are running in the national daily’s print edition, as well as on a dedicated online hub at TheGlobeAndMail.com/partners/advmenofcharacter.
Michael Bispo, senior vice-president, managing director at Corby’s media agency, Vizeum Toronto, said The Globe and Mail was selected because of its ability to reach a “refined” audience.
Aimed at a target described as “modern gentlemen,” the “Men of Character” series is intended to reinforce Chivas Regal brand attributes like iconic, luxurious, optimistic and passionate.
The first of five features – four print and one online exclusive – in the editorial series is devoted to Daniel Debow, co-CEO of Toronto software company Rypple.
Each feature is accompanied by a brand ad that states “You don’t have to be a rat to win the rat race,” while the overall positioning is “Live with chivalry.” Creative for the program was developed by Chivas’ global agency, TAG: London.
“What launched the idea was looking at the type of people that enjoy this brand and would be motivated to enjoy this brand,” said Bispo. “We tried to think about what would motivate them and make that connection between the brand and chivalry.
“We thought, ‘Wouldn’t it be great if we could celebrate people who are doing good things in a good way and being chivalrous?’”
