Chivas Regal celebrates bicentenary with 'experience' auction theme

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Worldwide celebrations for the 200th anniversary of premium Scotch whisky Chivas Regal 12 year old got underway this month, with the launch of an online charity auction. The campaign will auction off 200 of the world's most desirable items and experiences. To communicate this global celebration Chivas Brothers, the creators of Chivas Regal, have updated the silver carton packaging so that it gives details of the online auction and website address www.chivas.com

The celebratory auction is hosted by Internet company eBay and runs from 6 September to 31 October. Prize lots include a balooning trip with Virgin boss Richard Branson, a high profile poker game in New York and a luxury break in Skibo Castle, Scotland.

The auction theme is to be carried through into airport retail environments around the world with point of sale material and an on-pack promotion by marketing communications agency, iris. The carton box collar communicates to whisky connoisseurs the ten most sought-after items in the world that can be won by simply returning an entry form. Iris was appointed to promote Seagram brands in global duty-free earlier this year. The agency's most recent work was for Martell Cognac to promote its sponsorship of the Martell Grand National.