Chivas Regal will host its second installment of the Chivas Afroblend series in partnership with
Manchester United. The series, made up of a fusion of music, football and fashion collaborations, will
connect Manchester United legends, consumers and media personalities through exclusive activities.
At the inception of Chivas Afroblend in 2020, consumers and Man United fans were immersed
through premium experiences plus special one-on-ones with Man United legends.
This year Chivas plans to do things slightly differently, incorporating innovative digital connections
and exclusive „Success is a Blend‟ experiences for consumers. Set to kick off from March 2021, the
experiences will offer an interactive and tailored brand immersion in Kenya, Cameroon and Zambia,
under firm COVID-19 regulations.
The heart of the partnership is brought to life through the power of collaborations. The campaign
brings together renowned international fashion artists – Consultant Annette Pringle Kölsch
and African designers Faith Migwi (House of Manciny – Kenya), Chiza Ngulube (House of Esnoko –
Zambia) and Imane Ayissi (Cameroon). Each designer will create a collection of premium African
athleisure wear as part of a football and Chivas inspired collection, which complements street football
culture amplified by the iconic Manchester United Football Club.
Fans will also celebrate the spectacular taste of whisky while creating memorable moments with the
Chivas Regal at-home experience. By buying Chivas through the Jumia e-commerce platform,
consumers stand a chance to be part of the VIP Fan Club on Whatsapp. This offers them an exclusive
interaction and discussion with the Man United legends. Dwight Yorke will represent the Zambian
market, Andy Cole, Kenya, and Louis Saha for Cameroon.
“SSA Pan African programme team is very excited to be launching our Chivas Afroblend 2.0
campaign in Kenya, Zambia and Cameroon. It goes without saying that this second edition of the
campaign is entirely different from the first edition due to the implication caused by the global
pandemic,” says Tendai O‟Connor, Brand Manager Pernod Ricard SSA. “Built off a great first year of
Afroblend and continue to entrench our platform in the Kenya, Zambia and Cameroon market through
delivering the same great experience, just blended differently and all in line with Covid restrictions in
markets for the full 4-month duration of our campaign.”
Chivas Regal‟s partnership with MUFC is not only the meeting of legends, but the ignition of a
successful partnership executing a global proposition the African way. This year, through the
campaign Success is a Blend, the brand demonstrates that through each person‟s unique contribution,
we can achieve even greater success.
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