Whisky Focus - Royal Salute Targets China

Royal Salute launches majestic advertising campaign in China.

Royal Salute, the world’s leading luxury Scotch whisky, has unveiled a new television advertising campaign in China to further underline the brand’s luxury status. The ‘Today’s Kings’ commercial is part of Royal Salute’s global communication platform, ‘Noble Leadership’, which aims to explore new dimensions of luxury and redefine the top end of the whisky category.

With a long legacy of paying tribute to nobility and leadership, the brand commissioned consumer research among whisky connoisseurs in China, to define how and why noble leadership is relevant to them. The results helped inspire this latest campaign, which identifies a select group of bold leaders, each with three key attributes – they are visionary and dare to go beyond; they have the boldness, courage and self-belief to grasp their visions; and their actions are not driven by self-interest, but by a belief in a greater good.

The 45 second television commercial, now on air in China, sees four men who are leaders in their respective fields, whose conviction, talent and vision inspire their journey to fulfil their goals. After following them on their respective journeys, the advert concludes with the four men coming together to share a toast with Royal Salute 21 Year Old. The commercial ends with the tagline ‘Royal Salute – the journey begins where others end’.

Neil Macdonald, Brand Director for Royal Salute, said: "We’re delighted with this stirring, masculine new TV creative for the Chinese market. It truly reflects the brand’s power and luxury and will help cement Royal Salute’s position at the highest end of the whisky category."

The advert was shot in Queenstown, New Zealand, by well-known commercial director Jeff Darling, and features original scored music.

Royal Salute

The pinnacle of Scotch whisky, award-winning Royal Salute was first created as a tribute by Chivas Brothers to Her Majesty Queen Elizabeth II upon her coronation in 1953. This defining luxury whisky has a very powerful and sophisticated style, and has become the world's leading luxury Scotch whisky brand.

Royal Salute has a long legacy of paying tribute to nobility and leadership and this is part of the brand's DNA

• 1953: Royal Salute created to pay tribute to Her Majesty the Queen's coronation.
   
• 2003: Royal Salute 50 Year Old launched for the 50th anniversary of the coronation, also paid tribute to Sir Edmund Hillary's and Sir Tensing Norgay's on the anniversary of their successful ascent of Everest.
   
• 2005: Royal Salute 38 Year Old launched - a tribute from Scotland, inspired by the Stone of Destiny.
   
• 2010: Royal Salute 62 Gun Salute launched paying tribute to the craftsmanship of four master blenders who have safeguarded the Royal Salute legacy since 1953.
   
• 2011: Royal Salute Tribute to Honour launched, the Honours are most notable and compelling symbols of Scottish royalty.

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