Dewar's True Scotch

P. Cutajar

Introducing Dewar's to a new generation

The average age of Dewar's drinkers has been on the rise for a while, so we decided to re-launch the product to a fresh generation of drinkers with a taste for Scottish gold. We did this by collaborating with a bespoke team of content creators whom we directed to tell the Dewar's story in a confident, high-frequency campaign focused on -

  • Building an urge to get into Scotch
  • Increasing people’s knowledge about Dewar’s
  • Making the bottle highly recognisable
  • Showing that Dewar’s is socially acceptable

We created a custom microsite which served as a hub for the whole campaign including a photo gallery, blog series and documentary. 

Documentary - Journey to the heart of Scotch