The Royal Salute brand of Scotch whisky has debuted its first significant above-the-line advertising campaign since 2019. The advertising campaign, with the slogan "Enter a New Kingdom," emphasizes the brand's extensive history through a modern perspective. The advertising campaign will appear in print and on TV and social media.
Leagas Delaney's creation, "Enter a New Kingdom," aims to arouse awe and enchantment with a brief, 60-second film that leads viewers on an educational trip. Tobias Menzies, a British actor, provides the voiceover for the movie, which explores three distinct dimensions: astonishment, knowledge, and future travel. Adventurers are taken on a fascinating voyage led by the gold lion, which has graced the famous Royal Salute whisky bottle since its creation in 1953. Along the way, they find fresh and amazing adventures.
“This campaign succinctly marries our heritage with our new direction, recapturing our aspirational status whilst presenting an inspirational lifestyle to a new generation of luxury consumers. We will continue to push the boundaries of what is possible and explore key passion points of our consumers.” ~ Royal Salute Global Marketing Director, Mathieu Deslandes
In the first scenario, The Wonder of Creativity, we examine the "menagerie" of stunning, colorful bottles, striking flora and fauna, and exotic animals that was inspired by the famed Royal Salute flagons and presentation boxes. The second, The Pinnacle of Whisky, is an elevated and entrancing "whisky library" with lovely digitally-created buildings and unlimited bottles of apex Royal Salute flavors, illuminating the seemingly limitless possibilities to be discovered. Then, in the last segment, "Experiences Beyond Imagination," we journey into the future to see the possibilities for the most luxurious travel and communal encounters.
The short film will have further edits and a print and social media campaign to go along with it when it debuts in December 2022 across media in China and the Taiwan area before going global in 2023.
About Royal Salute
Royal Salute is a luxury Scotch whisky brand renowned for its exceptional quality and regal heritage. It was first introduced in 1953 to commemorate the coronation of Queen Elizabeth II, making it a fitting tribute to the royal occasion. The name "Royal Salute" itself refers to the traditional 21-gun salute given to mark the highest respect for royalty.
Crafted by the skilled blenders at Chivas Brothers, Royal Salute is known for its extensive aging process, with each expression matured for a minimum of 21 years. The brand offers a range of expressions, each named after the number of gun salutes fired in honor of the British monarch during significant royal occasions.
Royal Salute whiskies are known for their rich and complex flavors, characterized by a harmonious balance of fruity, floral, and spicy notes. They are crafted using a selection of the finest single malt and grain whiskies, resulting in a smooth and sophisticated drinking experience.
The brand's exquisite packaging reflects its prestige, often featuring distinctive ceramic decanters adorned with royal motifs and symbols. Royal Salute has become synonymous with luxury and is sought after by whisky enthusiasts and collectors around the world.
With its royal heritage, meticulous craftsmanship, and commitment to excellence, Royal Salute continues to be an emblem of prestige in the world of Scotch whisky, offering connoisseurs a taste of elegance and tradition.