Scotch whisky brand, Royal Salute, has unveiled its first major above-the-line campaign since 2019. Titled ‘Enter a New Kingdom’, the campaign highlights the brand’s rich heritage, through a contemporary lens. The campaign will run on TV, social channels, and in print.
Created by Leagas Delaney, ‘Enter a New Kingdom’ is designed to evoke enchantment and wonder through a 60-second film which takes audiences on a journey of enrichment, fuelled by curiosity. In the film voiced over by British actor Tobias Menzies, three different dimensions are explored – wonder, knowledge and future travel. The gold lion that has adorned the iconic Royal Salute whisky flagon since its inception in 1953, leads adventurers on an intriguing journey through these kingdoms of Royal Salute, discovering new and wonderous experiences along the way.
“This campaign succinctly marries our heritage with our new direction, recapturing our aspirational status whilst presenting an inspirational lifestyle to a new generation of luxury consumers,” said Royal Salute Global Marketing Director, Mathieu Deslandes. “We will continue to push the boundaries of what is possible and explore key passion points of our consumers.”