CAMPAIGN: Chivas Regal uses poker to draw in City slickers

Owned by Pernod Ricard, Chivas Regal is one of the world's most-recognised premium Scotch whiskies. However, the brand had gained a fogeyish image. To help rekindle the drink's sophisticated credentials with career-focused big spenders, Pernod Ricard hired PR agency Launch Group.

by Mary Cowlett

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