Pernod Ricard’s high-end blended Scotch, Royal Salute, has commenced a worldwide marketing campaign.
‘Enter a New Kingdom’, which represents the brand’s first “major” above-the-line activation for three years, centres around an ad designed to introduce younger LDA consumers to Royal Salute. Kicking off this month with a presence in lifestyle media in China and Taiwan, the activation will go worldwide next year.
Financial details were not disclosed.
The spot will be supported by print versions and Social Media posts.
Royal Salute suffered more than many of its blended peers in the Global Travel Retail channel. According to IWSR Drinks Market Analysis, the brand dropped six places in its ‘Top 50 Spirits Brands in GTR’ chart for 2021, slipping to number 39. Diageo’s Johnnie Walker, meanwhile, retained the top spot from the year prior, while its stable mate, Chivas Regal, climbed one place to fourth.
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