UrbanDaddy had partnered up with Chivas Regal and was looking to create a members-only wing of its popular online magazine. The exclusive experience needed to draw in new viewers to become part of the "Chivas Brotherhood" for reviews and events. Above all, it had to be intriguing and on-brand, while still working for online and mobile.
The moody, sexy site blended curated editorial content with the amber tones of Chivas bottles. Taking cues from the drink itself, the experience maintained an air of the elite with its members-only perks. Old fashioned, cheeky language brought weight to the content and made the experience feel like an important place to hang out.
Such a partnership only comes about once in a blue blood moon.