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Chivas Regal partners with K-Pop star Lisa

Blended Scotch whisky brand Chivas has announced a partnership with K-Pop star Lisa, the brand's first female ambassador in Asia.

Originally from Thailand, Lisa moved to South Korea to pursue her dream of becoming a musician. She joined the internationally renowned all-female pop group Blackpink before forging a solo music career.

Chivas says that Lisa's blend of "success and hustle" embodies its own brand values. She will spearhead the brand's new 'I Rise, We Rise' campaign, which is designed to help Chivas connect with a new generation of Scotch drinkers around the globe.

Lisa said: "After being on such a huge personal journey and hustling over the past few years, I want to inspire people to elevate themselves. It was a no-brainer to partner with Chivas, as their values are so closely aligned with my own - plus, I've always been a whisky fan!"

The collaboration launches with a TV spot titled "Chivas Regal x Lisa: I Rise, We Rise", which is voiced by Lisa and was filmed on location in the South Korean capital, Seoul. Live events, activations and exclusive drops are set to follow later in the year.

Chivas global marketing director Nick Blacknell said: "As we enter a new era for Chivas, it is important that we collaborate with people who share the same values as us. Lisa is a global superstar, and more importantly a role model for the next generation, which undoubtedly makes her the perfect spokesperson for our 'I Rise, We Rise' campaign. 

"Lisa has appeal across a number of passions including music and fashion, so the partnership comes as a natural next step for us as we continue to elevate Chivas to a new generation in Asia."

The Chivas Regal x Lisa campaign will be rolled out across the Asia region via TV, social, digital marketing, PR and out-of-home channels.

18 March 2022 - Bethany Whymark