WHITE PLAINS, NY: Pernod Ricard is planning a major PR push next year to follow up a new ad campaign launched this fall for Chivas Regal, said Chris Willis, VP of marketing for Chivas in the US.
The ad campaign's tagline is "This Is Chivas Life."
With PR next year, "we want to bring that Chivas Life to life," said Willis. "We want to maintain the aspirational value Chivas has always had, but we want to make it more attainable. We see promoting it throughout our marketing mix."
Pernod Ricard USA will work with its existing PR agencies, Hunter Public Relations in New York for general PR efforts and Publicis Sanchez Levitan of Miami for Hispanic efforts, Willis said.
While specific PR plans are still being formulated, Willis said to expect events along with special promotions that demonstrate the Chivas Life theme.
Chivas ads are running on TV, radio, and in print outlets such as GQ, Money, and Fortune.
Other Pernod brands in the US include Wild Turkey Bourbon, Seagram's Gin, Jameson Irish whiskey, and Jacob's Creek wine (Australia). It also distributes Martell Cognac, W?dka Wyborowa vodka, and Viuda de Romero tequila.