Pernod Ricard’s brand Chivas Regal has partnered with popular K-Pop star Lisa from the group Blackpink for a campaign titled “I Rise, We Rise.” The first advertisement of the campaign is already out and has been shared widely on social media.
Lisa is originally from Thailand and as such has a large fanbase in her home country. Alcohol advertising is banned in Thailand to protect people, especially youth, from alcohol harms. However, Lisa’s Thai fans have shared the advertisements on their social media.
Thai authorities have decided to launch an investigation into the widespread sharing of the alcohol advertisements featuring Lisa. Those found guilty of breaking the law may face a fine of 500,000 baht or even imprisonment for up to one year, or both.
The chances of Lisa facing any legal repurcussions in Thailand due to her actions are considered to be low since she is now based in South Korea. Neither Lisa nor her management have made any comment on the situation.
“I Rise, We Rise”: An example of Big Alcohol’s profit maximization strategy in the 21st century
This latest marketing ploy by Chivas Regal partnering with Lisa was exposed in an earlier opinion piece published by Movendi International. In the piece, Tharaka Ranchigoda examines the campaign, breaking down what Chivas and Pernod Ricard are trying to accomplish with this marketing ploy and how it affects young people and women. She exposes the hypocrisy and unethical nature of this campaign which pursues profits in the pretense of promoting success, hard work, and other positive values.
Thai alcohol policy
Since the adoption of the written national alcohol policy in 2010, Thailand’s alcohol policy model today consists of the WHO alcohol policy best buy solutions.
- The alcohol tax is earmarked to be reinvested in alcohol prevention and control and health promotion activities (through ThaiHealth).
- The legal age limit and other alcohol availability regulations are better than in many other countries in the region and around the world.
- Alcohol marketing is comprehensively regulated.
The World Health Organization’s country mission has praised Thailand for the strides made in alcohol policy in the country.
The government aims to further improve alcohol policies in the country in the following areas:
- Increasing the age limit for the purchase of alcohol,
- Decreasing the number of alcohol selling points,
- Prohibiting all forms of alcohol advertising particularly on digital media, and
- Focusing more on encouraging participation in alcohol prevention and control by local communities.