Chivas toasts to BLACKPINK's Lisa as new ambassador

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Chivas has named BLACKPINK's Lisa as its new ambassador and the first female face in Asia. By teaming up with Lisa, Chivas aims to celebrate and elevate the next generation of hustlers who are forging their own paths to success. This follows the brand's "I Rise, We Rise" campaign, where Chivas committed to inspire the next generation of scotch drinkers from around the world.

Following the appointment, Chivas will be rolling out its "Chivas Regal x Lisa" campaign across Asia via OOH, TV, social, digital marketing and PR. In addition to the partnership with Lisa, Chivas has also presented a new, elevated and sustainable design of its iconic Chivas 12 expression.

According to Chivas, the new design is a bold and contemporary update of its bottle, label and pack. At the same time, it uses less glass, plastic and recycles with less energy. "The new design sees the icon reborn for a new generation of modern, sustainability- and style-conscious scotch whisky drinkers," said the scotch whisky brand. Chivas will also be rolling out a series of creative projects and event launches to celebrate the rise of the new Chivas 12 throughout 2022. MARKETING-INTERACTIVE has reached out to Chivas for additional information.

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According to Chivas, Lisa's personal success story is one that fully embodied its ethos. From moving to Thailand to breaking international records in her solo career, Lisa has demonstrated how she has successfully elevated herself through hard work and determination, said Chivas. In fact to Chivas, Lisa's success story is one that blends success and hustle as she continues to carve her career. Aside from Lisa's hustle and success, the K-pop musician's appointment as ambassador would be able to appeal to a new generation of scotch drinkers in Asia, explained Chivas.

“After being on such a hugely personal journey and hustling over the past few years, I want to inspire people to elevate themselves," said Lisa. In fact, the K-pop musician added that it was a no-brainer for her to partner with Chivas. "The brand's values are so closely aligned with my own, plus I've always been a whisky fan," she added.

Similarly, Chivas's global marketing director, Nick Blacknell agreed on Lisa sharing the same values as the brand. "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," Blacknell explained.

Aside from Chivas, Lisa was also named as MAC Cosmetics' global brand ambassador in October 2020. As its ambassador, Lisa is the face of the cosmetics brand renowned collections and key campaigns. She is also the muse for the brand's innovative projects. The K-pop musician also works with MAC makeup artists to showcase her signature looks, share beauty secrets, skincare regimens, and lifestyle with MAC fans.

According to MAC, Lisa was chosen as she had a strong global influence in pop culture, speaks to a wide range of consumers, and encourages conversations and trends within and outside of the beauty landscape. Meanwhile, Lisa has also worked with Moonshot, Celine, adidas, and vivo smartphones.

Since the band's debut in 2016, BLACKPINK has been sought after bycompanies to be the face of their brand. Last year, Pepsi jumped on the K-pop hype by naming BLACKPINK its Asia Pacific brand ambassador. Working with the K-pop girl group for its "Go all in for what you love" campaign, Pepsi aims to encourage the Gen Z to be bold and push the boundaries of possibility when it comes to pursuing their passion in life. PepsiCo's senior marketing director, Asia Pacific, Salman Butt, said at the time that BLACKPINK perpetuated a uniquely youthful attitude and zest for life that perfectly embodied the Pepsi brand.

Meanwhile, Shopee also named BLACKPINK its regional brand ambassador in 2018. Shopee previously said that the girl group was "a perfect representation" of its brand values as it is young, talented, and passionate.