Scotch whisky brand Dewar’s has launched a US$15 million global marketing push as part of its Live True campaign. Brand owner Bacardi said the campaign will feature prominently in its travel retail marketing and activations for 2019.
The new multi-channel campaign is a central element in Bacardi’s strategy towards achieving its ambitious target of doubling the distribution of Dewar’s globally in the next year. It will run through to the end of 2019 and features a TV advert voiced by Scottish actor Iain Glen, alongside print, digital/social and out-of-home (OOH) marketing executions.
The Live True campaign centres on the Dewar’s brand’s obsession with doing things twice to make them better, a nod to its double-ageing process, Bacardi said.
Commenting on the campaign from a travel retail perspective, Bacardi Managing Director & Vice President – Global Travel Retail and Commercial Development Mike Birch 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. The new global campaign demonstrates the opportunity to grow the brand further, especially in key markets such as the US.
“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.”
The new marketing effort will debut in the USA, before rolling out across Spain, Puerto Rico, the Dominican Republic and Lebanon, among other countries.
Dewar’s Global Vice President Adam Oakley said: “Live True is a bold embodiment of Dewar’s as a brand. 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 of 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.
Game of Thrones actor Iain Glen serves as narrator, lending his Scottish accent to the story of a man named Neville Neville, whose entire life is dedicated to doing things twice.
In addition to TV, the campaign will feature in major print publications including Esquire and OOH executions have been planned for major US cities including New York, Chicago and Boston.
Dewar’s Vice President for North America Brian Cox said: “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.”
The Dewar’s brand will also roll 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.