Introducing the New Royals
Royal Salute was created to celebrate the coronation of the current Queen Elizabeth. In the years since, it has enjoyed considerable success, particularly in Asia. However, the brand (like the monarchy) needed to maintain its relevance.
So we introduced the concept of a new, younger royalty with a campaign that asked consumers to ‘Create Their Own Kingdom’. The early results are promising but more work needs to be done to appeal to the discerning whisky drinkers in Asia.