Introducing the New Royals
Re-establishing the prestigious brand with a new generation of premium whiskey drinkers by modernising and redefining it’s royal roots.
Royal Salute is the second largest prestige Scotch whisky brand in the world. But it’s at risk – although it’s seen as luxurious and prestigious, it’s starting to be perceived as old-fashioned and needed to establish itself with a new generation of prestige audiences through a multi-channel, global campaign that highlights the brand’s rich heritage through a contemporary lens. Ultimately, Royal Salute wanted to reassert its position as the ultimate scotch whisky.
To achieve this, Leagas Delaney identified four goals for the brand:
- Make Royal Salute appeal to the next generation of aspirational audiences
- Build brand equity and a relevant brand world for Royal Salute
- Embrace new, modern luxury cues and demonstrate the inherent value of the product and experience
- Create the basis for a long-term, integrated platform
We chose to re-express the brand by building the brand equity and so justifying the product premium.
Created in 1953 for the coronation of HRH Queen Elizabeth II, Royal Salute is a rich blend, known for its Royal heritage and luxury status. So, we embraced the ‘royal’ element of the brand, looked at the target audience’s values of success and redefined it in a modern and aspirational way through the platform “Create your own Kingdom”.
Building on the brand’s regal credentials, we’ve created a world that features ‘new royals’ shot in an opulent British palace, Hatfield House in Hertfordshire. The campaign features a live lion, the brand’s iconic symbol, and a common thread present across all creative communications.
The campaign marks the most significant creative undertaken by the iconic Scotch whisky brand in more than three years and will first launch in Taiwan in December 2018 and then roll out across further markets in 2019.