Chivas: This is Life? Really?

The debut of a Bud.tv clone makes us wonder what the people at Chivas have been drinking. Or rather, how much. The Pernod Ricard Scotch whisky brand just launched an online channel, “This Is The Life,” on MSN that features heavily branded content. We’re talking brand ambassadors, hostesses and mixologists waxing about the wonders of the “Chivas Life” while sailing on yachts, golfing, clubbing in Miami and flying on trapezes. There are also “private” concerts at Chivas studios and a vaguely-defined contest to become an international Chivas pusher.

Some controversy is being stirred by their lax “door policy.” Before you enter the site, a pop-up window asking only for your date of birth says:

We need to ensure that you are over the legal drinking age and that you are legally permitted to view this site.

Yes, we’re sure no one under 21 has yet learned the high level math required to cheat that system. If you recall, users needed to enter ID info to get onto Bud.tv. Granted that was no Fort Knox, but at least there was the semblance of security.

Meanwhile, Bud.tv is like that friend at 4am that just needs to call it a night. We’ve been signaling its demise for awhile and we can’t see Chivas faring much better. Please people, check out some of the great online content like This Town and BetterBadNews on blip.tv or The Middle Show on Black20.com. Quality entertainment need not come with the caption:

A little water sometimes opens up a rich bouquet of sensory indulgence. This is a day of Chivas moments, under the sun and under sail.

via AdAge

Related PSFK Articles:
Bud.tv: A Wet Dream Sandwich?
Death Rattle for Bud.tv?