Royal Salute, the master of exceptionally aged Scotch whisky, has unveiled its first major new above the line campaign since 2019.
‘Enter a New Kingdom’ will target a new generation of prestige audiences through a multi-channel, global campaign that highlights the brand’s rich heritage, proud of its history, yet firmly engaged in the modern world, through a contemporary lens.
Created in 1953 to mark the coronation of Her Majesty Queen Elizabeth II, the brand is steeped in tradition whilst boldly striding forwards in the modern world. The new campaign celebrates the vivid spectrum of Royal Salute’s exceptional whiskies, each created to enchant and bring a spark of magic to those who experience and share them with others.
Created by creative agency 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, known for his roles in series The Crown and Game of Thrones, 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.
In the first scenario – The Wonder of Creativity – we explore the ‘menagerie’ inspired by the iconic, elaborate designs of the infamous Royal Salute flagons and presentation boxes, featuring beautiful colourful bottles, bold flora & fauna and exotic wildlife. The second – The Pinnacle of Whisky – is an elevated and enchanting ‘whisky library’ with beautiful digitally-created architecture and infinite bottles of pinnacle Royal Salute expressions, illustrating the endless possibilities to be explored. Finally, we dive into the future – Experiences Beyond Imagination – in a beautiful home imagined in space, demonstrating the opportunities at the pinnacle of luxury travel and experiences shared with others.
Mathieu Deslandes, global marketing director, Royal Salute, commented: “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. We will continue to push the boundaries of what is possible and explore key passion points of our consumers.”
Additional edits and a print and social media campaign will accompany the film which will premiere across luxury lifestyle media in China and the Taiwan region from December 2022, before rolling out globally in 2023. The campaign marks the most significant creative undertaken by the iconic Scotch whisky brand in more than three years.