‘True Success is Shared’: After Resolving Impending Labor Strike, Chivas Regal Debuts 15-Year Whisky Alongside Campaign That Bucks Against Hustle Culture

Chivas Regal announced its new U.S. Campaign, “United Is The New Gold,” which rejects hustle culture and celebrates working together. (Photo: Chivas Regal)

On Thursday, Chivas Regal announced its first American-led national advertising campaign, titled “United is the New Gold.” The brand challenges its viewers to re-think hustle culture and focus more on shared success over individuality and advertises the U.S. release of a new blended scotch, Chivas XV.

“In a world that often measures success by individual power and how much money you have in your bank account, Chivas believes that true success is shared, acknowledging the role of our relationships in our success and taking the opportunity to celebrate how far you’ve come together,” Pernod Ricard Chivas Brand Director Emily Lane said in a news release.

This campaign’s launch couldn’t be more perfectly timed. On Monday, an impending labor strike between Chivas Brothers and Unite The Union was called off after talks of a labor stoppage had been escalating for months. Chivas Brothers offered its workers a revised pay deal, providing its employees a 6.4% pay raise starting July 1. The company offered an additional one-time pay bump of £500 ($637) and plans on adjusting wage increases to keep pace with inflation.

The advertisement spot is set to a cover of Bill Withers’ song, “Just the Two of Us,” and pictures two ants supporting one another as they climb up a ledge with a torn-off piece of a Chivas label. According to the brand, the ants “serve as an analogy to a modern-day couple supporting each other as they strive to meet their goals: an illustration of shared success.”

The campaign is set to go live in December on streaming, TV, online video, social media and out-of-home advertising and can be viewed below:

Chivas XV is a blended scotch aged for a minimum of 15 years and finished in Cognac casks, according to the Pernod Ricard-owned brand. Chivas touts the whisky as a “beautifully golden and velvety interpretation of Chivas’ traditional house style.” The expression hosts a suggested retail price of $49.99 and is available at specialized retailers across the country or online at ReserveBar.

Chivas Regal XV Tasting Notes, Via the Brand

Nose: Stewed red apples, orange marmalade, honey, cinnamon, juicy sultanas.

Taste: Smooth and fruity, with butterscotch poached pears, caramel and toffee.

Finish: Round, with subtle vanilla.

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