Oregon Chai Launches Digital Nirvana Campaign, Encouraging Consumers to Share Their Stories of Enlightenment Through Chai

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Nirvana is a philosophical concept, best described as a spiritual state of peace and enlightenment. Since its inception, Oregon Chai, the market leader in the chai category, has referred to its chai tea latte as “Nirvana in a cup.” Now, Oregon Chai is asking its fans to share their experiences with the product in a marketing campaign dubbed “Digital Nirvana.” Oregon Chai has created a user-generated video site, http://www.DigitalNirvanaTV.com, where users can upload videos of themselves experiencing and/or talking about the Nirvana they encounter when enjoying America’s favorite chai tea.

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There's no better way to promote the Oregon Chai brand than to hear from actual Oregon Chai consumers who have felt this sense of enlightenment created by drinking Oregon Chai.

"The qualities of chai tea, which is a beverage made from black tea, honey, milk and spices, are purported to deliver the consumer to a higher plane, free from worries or care," explains Ted Wentzel, director of marketing for Oregon Chai. "There's no better way to promote the Oregon Chai brand than to hear from actual Oregon Chai consumers who have felt this sense of enlightenment created by drinking Oregon Chai."

Consumers who upload videos to the Digital Nirvana site will be entered into a contest for the best overall video: the top prize is a one-year supply of Oregon Chai. Four runner-up videos will receive one of the following: a Nintendo Wii, an iPod, a TomTom GPS car navigation system, or an Xbox 360.

Visitors to the site will have the opportunity to vote for their favorite videos, offer comments, and forward the videos to friends. The top videos will appear on the OregonChai.com homepage.

The Digital Nirvana campaign begins today and runs through December 31, 2008. All winners will be selected and announced in January 2009. Visit DigitalNirvanaTV.com for official rules.

Oregon Chai concentrates are consistently the top ten sellers in both the grocery and natural food channels, with The Original topping the chai category rankings. Oregon Chai products include a variety of just-add-milk chai tea latte concentrates, just-add-water chai tea latte mixes, and single iced tea mixes with chai spices. Oregon Chai can be found in all 50 states, Canada, Europe and Guam. For company and product information, visit http://www.oregonchai.com.

Oregon Chai, Chai, Chai Tea, Tea, Nirvana, Online contest, Marketing campaign, Videos, Wii, TomTom

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