Chivas x LISA: K-wave hits the whisky world

Chivas taps K-pop sensation LISA of BLACKPINK fame for its new ‘I Rise, We Rise’ marketing campaign targeted at markets in Asia.

It was bound to happen. The worlds of K-pop and whisky has finally collided, now that leading blended Scotch whisky brand Chivas has announced K-pop sensation LISA – best known as one-forth of iconic chart-topping female K-pop group BLACKPINK – as its first female face of the brand in Asia.

As part of the tie-up, LISA will front Chivas’ new ‘I Rise, We Rise’ marketing campaign, which looks to introduce Chivas to a new generation of Scotch drinkers in Asia. Much of the campaign will revolve around LISA’s undeniable success as a trailblazing artiste. Her origin story – a young girl moving from Thailand to carve her own path and finally achieving international acclaim both as a member of one of the most popular girl groups of all time, but also as a solo entertainer – is certain to appeal a new and youthful generation eager to make their own mark on the world.

“After being on such a huge personal journey and hustling over the past few years, I want to inspire people to elevate themselves It was a no-brainer to partner with Chivas, as their values are so closely aligned with my own, plus I’ve always been a whisky fan!” LISA tells of her partnership with Chivas.

“As we enter a new era for Chivas, it is important that we collaborate with people who share the same values as us. LISA is a global superstar, and more importantly a role model for the next generation, which undoubtedly makes her the perfect spokesperson for our ‘I Rise. We Rise’ campaign,” explained Chivas Global Marketing Director, Nick Blacknell. “LISA has appeal across a number of passions including music and fashion, so the partnership comes as a natural next step for us as we continue to elevate Chivas to a new generation in Asia.”

The collaboration will kick off with a TV spot titled “Chivas Regal x LISA: I Rise, We Rise”. Filmed on location in Seoul, South Korea, the ad, voiced by LISA herself, explores her own personal journey on an unstoppable movement of endless elevation and sets a contemporary, luxury tone for the partnership. The ad features striking shots of LISA sipping a Chivas highball and encouraging viewers to make success on their own terms.

Further live events, activations and exclusive drops set to take place later in the year.

In addition to the tie-up Chivas has also introduced a new sustainable redesign for its iconic Chivas 12 expression. The new bottle, label and packnow uses less glass, plastic and recycles with less energy.

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