EXCLUSIVE: Dewar’s Unveils New Ad Campaign, Global RepackApril 7, 2014
Bacardi-owned Dewar’s Scotch is rolling out a new global campaign under the title “Live True.” The push—which includes print, broadcast, outdoor, digital and social media components—encourages consumers to follow their dreams with a series of exclusive documentaries, which aim to capture the real lives of trailblazers from around the world. Featured documentaries include the stories of a stonemason in Britain, a free-climber in the U.S. and an investigative journalist in Spain, among others.
The “Live True” push comes on the heels of the brand’s recent “The Drinking Man” campaign, which supported last year’s launch of Dewar’s Highlander Honey ($24.99 a 750-ml.). Targeted toward young LDA consumers, Highlander Honey marked the franchise’s first foray into the thriving flavored whisk(e)y segment.
“We are confident that these initiatives, together with the consumer’s desire to explore authentic brands that they can relate to, will enable the Dewar’s business in the U.S. to double its growth in five years,” says Arvind Krishnan, vice president, brand managing director for Dewar’s. “We are committed to making Dewar’s the Scotch of choice for millennial consumers.”
Concurrently with the launch of “Live True,” Dewar’s has updated the packaging for its flagship whisky range. Running across the brand’s White Label ($19.99 a 750-ml.), 12-Year-Old ($28.99), 18-Year-Old ($69.99) and Dewar’s Signature ($179.99) expressions, the revamped look will include a redesigned bottle, featuring a “trifoil Celtic truth knot” embossed onto the glass. The knot, which is made up of three interlocking Ds, is intended to be a visual representation of brand founder John Dewar and his sons, John Alexander Dewar and Tommy Dewar. Launching this month in the U.K., Spain and Greece, Dewar’s new look is slated to expand worldwide by the summer.
Dewar’s, which has held steady at around 3 million cases globally in recent years, is the second-largest Scotch brand in the U.S. with roughly 1.2 million cases, according to Impact Databank.