Dewar’s doubles efforts in $15m global ad campaign

By Charlotte Turner |

Dewar's-Live-True-global-campaign-2018-lead Bacardi-owned blended scotch whisky, Dewar’s, reveals that it has spent $15m on the latest global marketing push of its ‘Live True’ campaign which runs through to the end of 2019.


The multi-channel marketing effort features a new television advert narrated by well-known Scottish actor Iain Glen, as well as print, digital/social and ‘out-of-home’ (OOH) executions.


‘Live True’ will debut in the US, before rolling out across Spain, Puerto Rico, the Dominican Republic and Lebanon, amongst other countries. The campaign re-launch kicks off the brand’s larger strategy to fuel growth across its entire portfolio, with a renewed focus on innovation, as well as its approach to retail, sampling and merchandising.


Commenting on the campaign with regard to Global Travel Retail, Mike Birch, Managing Director & Vice President – Global Travel Retail and Commercial Development, Bacardi said:


“This is such an exciting time for Dewar’s, as it attracts growing interest around the world while challenging the established codes of convention on whisky.


Key-Visual_Dewar's_Portrait-double-aged‘LIVE TRUE’ CAMPAIGN ECHOES IN TRAVEL RETAIL

“The new global campaign demonstrates the opportunity to grow the brand further, especially in key markets such as the US – bringing to life the fun that’s inherent in the Dewar’s personality while reinforcing its unique craft of double-ageing.


“Regardless of market, GTR shares the same Dewar’s consumer and the benefits for us will come from increased brand awareness on the domestic market.  We’ll be including elements of the campaign in our activations as part of our plans for significant innovation for Dewar’s in 2019.  Watch this space.”


’Live True’ is a bold embodiment of Dewar’s as a brand, adds Adam Oakley, Global Vice President, Dewar’s.


“We stick to our convictions and continue to double-age our whisky because we know it makes for a better, smoother taste. This campaign is just the beginning to robust global efforts to lift the veil off not just Dewar’s, but the Scotch whisky category as a whole, showing the craftsmanship and approachability behind this storied spirit.”


The new ‘Live True’ TV spot will air across on-demand video services, as well as national and global entertainment, sports and news networks, including Comedy Central, CNN, ESPN, FX and Hulu.



In addition, Dewar’s will run double-paged print ads in more than 15 different premium, sports, food, travel and tech publications, including Esquire, Food & Wine, Forbes, Sports Illustrated, and Travel & Leisure. The campaign will also come to life through digital and social efforts, as well as OOH executions in major metropolitan cities, including New York, Chicago and Boston.



“This is the first globally integrated campaign in five years, and with that the business is doubling down on Dewar’s by revamping the brand’s merchandising program, fuelling the growth of its premium marques, and reshaping its on-premise experiential and sampling strategy,” said Brian Cox, Vice President of Dewar’s in North America.


“With blended Scotch whisky poised for a comeback in the US, the time is now for Dewar’s, the most award-winning blended Scotch whisky, to capture the attention of whisky appreciators everywhere.”


With the goal of positioning Scotch whisky as a modern and approachable spirit, Dewar’s is reshaping its retail, bar sampling and menu strategy to include not just craft cocktails, but ‘everyday serves’ as well.


The brand is also rolling out a number of new gift packs and playful displays in the off-premise, all with a focus on the whisky’s double-ageing process.


Finally, the brand plans to ‘unleash the full power of its portfolio’, including Dewar’s 12, Dewar’s 15 and Dewar’s 18, with a goal to double distribution in the next year.



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