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Chivas Regal and UrbanDaddy Kick Off 'Tales of the Brotherhood' Contest

May 17, 2011


NEW YORK, NY – 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 joined forces in the name of “brotherhood” to launch a campaign celebrating Brotherhood.

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 elite prizes, for themselves and their brethren. Throughout the campaign, Chivas Brotherhood members will also have access to a wide range of perks, curated by Urban Daddy, including special events and Chivas tastings.

According to Laurent Cutier, Senior Brand Manager for Chivas Regal, Pernod Ricard USA, “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. 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, chivalrous individuals must first join the brotherhood via Urban Daddy at www.chivasbrotherhood.com. From there, brothers are directed to the contest entry form where they are asked to share their group motto and one timeless story of their exceptional experiences. Finalists will be invited to an Honors Gala with UrbanDaddy 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.

In addition to the chance to share great stories and win amazing prizes, brotherhood members are kept abreast of hip happenings – ball games, art exhibits, new restaurant previews, hot theater tickets - and are treated to great perks by logging on often to www.chivasbrotherhood.com.

“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,” added JC Iglesias, Marketing Director, Scotch and Cognac for Pernod Ricard USA. “By partnering with UrbanDaddy 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.”

The contest runs through June 15 and is open to Chivas Brotherhood members of legal drinking age or older.


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