Seagram 'knows' it's time to fix troubled scotch brand

Chura, Hillary
September 1999
Advertising Age;9/20/1999, Vol. 70 Issue 39, p8
Trade Publication
This article reports on the global advertising campaign to be launched by Chivas Regal marketer Seagram Spirits & Wine Group as of September 1999. The "When you know" work created by TBWA/Chiat/Day in New York, evolved from the 18-month "Dialogue" campaign of TBWA. The campaign will run abroad, in Brazil, Greece, Italy, Japan, Korea, Spain, Taiwan and Thailand. Despite its sales slide, Chivas is not ready to fall off the $1.4 billion scotch shelf. With 1998 volume of 495,000 cases, it sells almost as much as the whole domestic single-malt scotch category, and ranks fifth among blended scotches, according to Impact. Last year, Chivas Regal spent an estimated $5.7 million on measured media, down 3.4% from 1997.


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