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Chivas announces partnership with K-Pop artist

BLACKPINK’s LISA is the brand’s first female face in Asia
In a bid to inspire the next generation of Scotch drinkers from around the globe, Speyside-based blended Scotch brand Chivas has made LISA, one of the world’s most influential K-Pop artists, its new ambassador. The accompanying campaign, titled ‘I Rise, We Rise,’ is themed around ‘hustlers’ who forge their own path to success.

LISA’s personal story – moving from Thailand to pursue her dreams, becoming part of girl-group BLACKPINK, and now breaking international records in her solo career ­– demonstrates how she has successfully elevated herself through hard work and determination. She acts as as a role model to many across the globe (for instance, through her 75.1 million Instagram followers, as of March 2022).

The collaboration has launched with a TV advert titled, 'Chivas Regal x LISA: I Rise, We Rise.' Filmed on location in Seoul, South Korea and voiced by LISA herself, the short explores her personal journey and sets the desired contemporary and luxury tone for the partnership.

Directed by Liukh, the ad features shots of LISA sipping a Chivas highball and encouraging viewers to make success on their own terms. It marks the start of a collaborative partnership between LISA and Chivas, with further live events, activations and exclusive drops set to take place later in the year.

LISA commented, “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!”

Chivas global marketing director, Nick Blacknell, added, “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 OOH, TV, social, digital marketing and PR. To find out more about the partnership with LISA, visit Chivas.com.