Bacardi Global Travel Retail has launched a major omnichannel campaign for Dewar’s Scotch whisky to mark Diwali, the festival of lights, which is being celebrated over coming days.
Alongside activations at 14 airports in India, the Middle East, Asia Pacific and Europe, ‘Diwali deserves Dewar’s’ is being marked with a makeover of The Moodie Davitt Report home page, starting today.
The multi-location airport campaign features a range of Dewar’s whiskies: Dewar’s 12 Year Old, 15 Year Old and 18 Year Old. Dewar’s is the fifth largest blended Scotch brand in travel retail, growing at +35% in value year-on-year from 2020 to 2021 (IWSR).
Throughout October and November ‘Diwali deserves Dewar’s is live at Delhi, Mumbai, Dubai, Bangalore, Hyderabad, Bangkok, Singapore Changi, Kuala Lumpur, Hamad International, Bahrain, Muscat, Abu Dhabi, London Heathrow and London Gatwick airports.
High profile promotional (HPP) areas create a beacon for the brand in-store with out of home digital screens emphasising the double ageing process at the heart of Dewar’s whisky-making. On shelf is a striking, limited edition Diwali gift presentation, taking its visual cues from traditional Rangoli patterns with a rich colour palette to appeal to the Diwali shopper. Rangoli is an art-form passed down from generation to generation with family heirloom designs that welcome wealth and health into the household.
Reflecting the omnichannel strategy that Bacardi is taking, digital engagement is a significant play in the campaign. From the point of planning and booking their travel up to the pre-trip moment, the Diwali consumer is targeted with the Diwali deserves Dewar’s campaign to ensure the brand stays top of mind when they are considering which whisky brands to buy during the peak gifting season.
Pre-ordering click and collect is a key incentive at a time when airports are especially busy with Diwali travellers, said the brand owner.
Bacardi Global Travel Retail Regional Director IMEA Alexey Babin said: “Instantly recognisable to the Diwali shopper and synonymous with the season, having these beautiful Rangoli patterns feature on the 2022 limited edition Dewar’s Diwali presentation creates an immediate, evocative connection with travellers as a perfect Diwali gift and, importantly, one that is exclusive to travel retail.
“Progressive and open-minded whisky consumers from emerging markets, especially India, are strongly motivated by the craft involved in the significant age statements of the Dewar’s range and by its status as the world’s most awarded blended Scotch whisky.
“Diwali deserves Dewar’s demonstrates the versatility of Dewar’s in joining with consumers in celebrating moments that matter across the global cultural calendar. Closely associated with Lakshmi, the goddess of prosperity, and marking the start of the financial year in India, Diwali is the biggest holiday of the year for one of the most significant emerging traveller nationalities.”
*Watch out for more coverage of the Diwali celebrations from across the aviation and travel retail world as we celebrate this important annual festival and travel period.
