Blended Scotch whisky Dewar’s has debuted a global campaign, marking a new chapter for the 180-year-old brand.
Titled ‘Here’s to the Story’, the campaign aims to ‘reimagine’ the brand’s platform, as the ‘ultimate companion for life explorers’.
Rather than material possessions, it focuses on experiences, encounters with people and the stories that come from these interactions – all told and savoured with a glass of Dewar’s in hand.
Laila Mignoni, global vice-president, creative excellence at Bacardi, elaborated: “The Here’s to the Story campaign is a tribute to Dewar’s tradition of exceptional craftsmanship and the novel characters and stories that have shaped the brand over the centuries.
“Our whisky has always been more than a drink, it’s a celebratory symbol of life’s greatest moments and the shared stories that define them. This campaign is an invitation to our consumers to take a seat at the table and toast to the stories that make life truly fulfilling.”
The campaign features a video that captures the essence of the ‘Here’s to the Story’ tagline. Taking seats at a long round table are the brand’s master blender Stephanie Macleod, Spanish photographer Eugenio Recuenco and other creatives, who pass drams of whisky to each other.
Along with the cinematic adverts, the campaign will roll out globally with social media content and collaborations, from ‘renowned’ creators, world travellers and influencers, creating what the brand calls a ‘vibrant community of storytellers’.
Here’s to the Story is “far from a one-off advertising campaign”, though, noted Misha Semiz, global vice-president of blended Scotch, Bacardi. “At Dewar’s we believe the richness of life lies in the stories we share and the experiences we treasure.
“[The campaign] marks the beginning of a new brand belief and an ongoing thread for Dewar’s. It represents a renewed vision and the start of a new chapter in our journey, which includes product and visual world updates to elevate the brand into the premium-plus space.
“Our aim is to redefine how whisky is perceived, open up new possibilities and invite a broader audience into the world of Scotch. It’s a tribute to the intelligent, witty, and sophisticated moments and people that make life extraordinary.”
Dewar’s is the world’s sixth-biggest-selling Scotch whisky, with the brand selling 3.3m nine-litre cases in 2023.
The brand added that it is looking to capitalise on the growth of the super-premium-plus whisky segments where it is seeing ‘tremendous opportunity’ as whisky enthusiasts seek points of interest such as ‘deeper connections, innovation and cultural resonance’.
Its Double Double range is hoped to ‘solidify’ the brand’s presence in the premium-plus space.
You can watch the campaign video below:
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Author: Rupert Hohwieler
