Chivas: This is Life? Really?

Chivas: This is Life? Really?
Allison Mooney
  • 10 july 2007

The debut of a 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.

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