Chivas Regal, globally recognized as the best of the premium blended Scotch whiskies, and UrbanDaddy, a daily email magazine devoted to keeping people in the know, have partnered up in the name of “brotherhood” to launch a campaign celebrating just that. The campaign kicked off in may with The Chivas “Tales of the Brotherhood” consumer contest that awards deserving men the opportunity to win a trip to Scotland, or other prizes, for themselves and brethren. Throughout the campaign, members of the Chivas Brotherhood will have access to a wide array of perks provided by Urban Daddy, including special events and Chivas tastings.
“Chivas Regal, celebrates men who are noble and are willing to forsake all else for the sake of friendship; men who understand how to be chivalrous; men who seek and conquer the finer things in life; men who work hard and play harder; men with pride,” said Laurent Cutier, Senior Brand Manager for Chivas Regal, Pernod Ricard USA. “These modern gentlemen belong to an elite group-The Chivas Brotherhood. Our “Tales of the Brotherhood” contest is just the kick off of a longer term initiative around the bond of brotherhood. We hope to see many joining the movement.”
The “Tales of the Brotherhood” contest offers Chivas Brotherhood members the chance to win one of three top prizes-a trip for four to Scotland; a trip for four to Miami; or a grand dinner for six in the winner’s home town. To be eligible, individuals must join the brotherhood via Urban Daddy at www.chivasbrotherhood.com. From there, brothers are directed to the entry form where they will share their group motto and one timeless story of their exceptional experiences. Finalists will be invited to an Honors Gala with Urban Daddy in New York City, where these blended Scotch enthusiasts will brush up on the history of the House of Chivas and the best of the best will be selected and awarded their exclusive prizes.
Brotherhood members will also be kept up to date on hip happenings, such as ball games, art exhibits, new restaurant previews, and hot theater tickets.
“The premise of The Chivas Brotherhood is to inspire our target consumers to ‘be more’ rather than to ‘have more’ and celebrate men who live full and chivalrous lives,” said JC Iglesias, Marketing Director, Scotch and Cognac for Pernod Ricard USA. “By partnering with Urban Daddy we are able to expand our reach and engage a broader audience of aspiring Chivas Brethren to participate in the “Tales of the Brotherhood” contest and other Chivas Brotherhood events that will be unveiled during the campaign.”
