When I think about whisky, I usually imagine a wealthy, old man sitting in a comfortable chair, cigar in one hand and whisky on the rocks in the other. But that is about to change.
For a while now, Chivas has been trying to move past the old connotations of whisky, targeting the next generation by changing the narrative. Scotch is for anyone, and the classic stereotypes need to be thrown out the window. But, it's a lot harder than it sounds. How do you actually succeed in doing it?
It is a tale as old as time that having a good brand ambassador can be game-changing. That's why Chivas has tapped BLACKPINK's LISA to front its latest "I Rise, We Rise" campaign which features the next generation of artists and creatives. Basically, the next generation of Scotch drinkers.
LISA is the ultimate cool girl, and of course, she drinks whisky. Gone are the days I used to associate the drink with boring old men.
With a massive 74.5 million Instagram followers and an impressive career with BLACKPINK, LISA's influence is only growing day by day. The K-pop community is unique in itself, and fans are often very loyal and supportive of any venture – whether it is fashion or alcohol. Chivas has recognized LISA's impressive reach – and influence – and knows she's the perfect person to change the narrative.
"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!” said LISA, who in the campaign opens up about her journey to where she is today.
"There were no shortcuts to get where I am," she says in the video, reflecting on her hard work and determination. "After being on such a huge personal journey and hustling over the past few years, I want to inspire people to elevate themselves."
K-pop is a hustle, to say the least, and each of the girls in BLACKPINK trained for multiple years to become a part of the group. They dance, they sing, front global campaigns, work with top fashion brands, and so on. There's literally nothing they can't do.
Whether LISA's partnership with Chivas will be the catalyst the whisky industry needs remains to be seen, but there's no one better to shift the narrative than one of the world's most influential stars. For now, her campaign will be rolling out across Asia – think huge billboards of LISA sipping a Chivas Highball – and will hopefully inspire a whole new demographic.