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  • 28-APR-2024 | Another ad from the Chivas Regal campaign by Neil French

28-APR-2024 | Another ad from the Chivas Regal campaign by Neil French

Author

Dan Bogachek
April 28, 2024

Another ad from the Chivas Regal campaign by Neil French

Almost half the ad is spent on addressing a key objection: “it’s too expensive.” But interestingly, they don’t really explain the price. They’re firm on it.

In fact, they flip the script back on you — they show pity. “The price is what it is, and sadly it’s the person’s loss that they can’t see past this reasonable concession. Because what we see is that once they do, then they get it.”

If you’re serving Chivas Regal at a party, better pour your own glass first.

And you’d better be quick about it.

Because guests have a way of homing in on Chivas Regal very swiftly.

First you see it, then you don’t.

Which leads us to this conclusion:

Although a lot of Scotches are bigger sellers than Chivas Regal is, maybe they aren’t as popular.

They just cost two dollars less.

Those two dollars seem to be quite a stumbling block. And that’s a shame, because once somebody stumbles over it, he turns into a whole new kind of Scotch-drinker. Well he may. Chivas Regal is 12 years old.

Prize whiskies from the Glenlivet region of the Highlands go into it.

Why not mention all this to your guests?

So when you visit them, there may be some Chivas waiting.

The breakdown:

Social proof → Us vs Them → Two dollars objection handling → Identity: “a whole new kind of Scotch-drinker” → The standards this new Scotch-drinker aspires to → Soft call to action: “tell your friends.”