Chivas has named BLACKPINK’s Lisa as its newest ambassador and first female face in Asia. By partnering with Lisa, Chivas aims to celebrate and uplift the next generation of hustlers who are forging their own path to success. This follows the brand’s “I Rise, We Rise” campaign, in which Chivas pledged to inspire the next generation of Scotch drinkers around the world.
Following this nomination, Chivas will roll out its “Chivas Regal x Lisa” campaign across Asia through billboard, television, social media, digital marketing and public relations. In addition to the partnership with Lisa, Chivas also presented a new elevated and enduring design of its iconic Chivas 12 expression.
According to Chivas, the new design is a bold and contemporary update to its bottle, label and packaging. At the same time, it uses less glass, plastic and recycles with less energy. “The new design revives the icon for a new generation of modern, sustainability-conscious and style-conscious Scotch whiskey drinkers,” the Scotch whiskey brand said. Chivas will also roll out a series of creative projects and event launches to celebrate the rise of the new Chivas 12 throughout 2022. INTERACTIVE-MARKETING contacted Chivas for more information.
According to Chivas, Lisa’s personal achievement is one that fully embodies her philosophy. From moving to Thailand to breaking international records in her solo career, Lisa demonstrated how she managed to rise through hard work and determination, Chivas said. In fact, for Chivas, Lisa’s success story is one that blends success and excitement as she continues to shape her career. Besides Lisa’s turmoil and success, the K-pop musician’s nomination as an ambassador could appeal to a new generation of Scotch drinkers in Asia, Chivas explained.
“After going through such a personal and hustled journey for the past few years, I want to inspire people to uplift,” Lisa said. In fact, the K-pop musician added that it was a no-brainer for her to partner with Chivas. “The brand values are so close to mine, plus I’ve always been a fan of whisky,” she added.
Likewise, Chivas global marketing director Nick Blacknell agreed that Lisa shares the same values as the brand. “Lisa has an appeal for a number of passions, including music and fashion, so the partnership is a natural next step for us as we continue to elevate Chivas to a new generation in Asia,” Blacknell explained.
Besides Chivas, Lisa was also named MAC Cosmetics Global Brand Ambassador in October 2020. As an ambassador, Lisa is the face of the cosmetics brand’s renowned collections and key campaigns. She is also the face of the brand’s innovative projects. The K-pop musician also works with MAC makeup artists to showcase her iconic looks, share beauty secrets, skincare regimens and lifestyle with MAC fans.
According to MAC, Lisa was chosen because she had a strong global influence on pop culture, speaks to a wide range of consumers, and encourages conversations and trends inside and outside the beauty landscape. During this time, Lisa has also worked with Moonshot, Celine, adidas and vivo smartphones.
Since the group’s debut in 2016, BLACKPINK has been sought out by companies to be the face of their brand. Last year, Pepsi jumped on the K-pop hype by naming BLACKPINK its Asia-Pacific brand ambassador. Teaming up with the K-pop girl group for its “Go for what you like” campaign, Pepsi aims to encourage Gen Z to be bold and push the boundaries of what is possible when it comes to pursuing their passion in life. Salman Butt, PepsiCo’s senior marketing manager for Asia-Pacific, said at the time that BLACKPINK carried on a unique youthful attitude and zest for life that perfectly embodied the Pepsi brand.
Meanwhile, Shopee also named BLACKPINK its Regional Brand Ambassador for 2018. Shopee previously said the girl group is “a perfect representation” of its brand values because they are young, talented and passionate.
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