Royal Salute

Introducing the New Royals

Royal Salute, a blended whisky, has been a very successful brand over the years. But in the major markets it was losing ground to single malts. The problem (and the solution) was in the name. Royal Salute spoke of tradition when many brands were looking young and fresh. So we decided on a Royal make-over.

We created a new king, a new queen and a palace of young, flamboyant courtiers.

‘Create Your Own Kingdom’ summed up this new, fresh positioning. The result was an almost immediate reversal in the fortunes of an important brand in the Pernod Ricard portfolio.