Top-shelf whisky — and whiskey — brands are reaching for a familiar combination of ingredients as they seek to recruit younger consumers into category customers.
Premium blended Scotch brand Chivas Regal, a sponsor of Ferrari’s Formula 1 team since 2024, recently launched a new ad built around driver Charles Leclerc.
Running across TV, paid social and out-of-home, it showcases a limited edition of the whisky (aged for 16 years, a reference to Leclerc’s driver number) and a board game specially designed and manufactured for Leclerc; the driver is a chess nut when he’s away from the track.
Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.