SITUATION // Dewar’s was losing share to a declining category due to a significant shift to Bourbon and Single Malts. The lower tier “Dewar’s White Label” fell from 3M to 900K cases. Along with that, the previously loyal Dewar’s White Label consumers were aging out of the category and making the brand feel old and irrelevant to new brown spirits drinkers. Lastly, competitors were rebranding and launching new premium products, Dewar’s was late to the game and slow to evolve with changing consumer needs.

CHALLENGE // Revitalize the Dewar’s brand by driving the premium marquee 12-year-old, recruiting younger consumers through cultural connections.

CAMPAIGN // Stay Curious at the US Open. Bring in consumers in with something that feels familiar yet new harness the revolution of golf to reenergize the Dewar’s
brand in the US by making the familiar feel new and discover something different.

Creating a long-lasting partnership to usher the new era of Scotch Drinkers like never before to reach a hungry younger affluent consumer to align with the cultural connection with golf as one of the fastest growing sports with millennials.

RESULTS // +30% increase in sales across the higher marks Dewars 12, 15 and 19 vs. previous year; 900MM Impressions on social , OOH, print and broadcast exceeding +308 press hits for 50 top tier publishers; biggest social influence for the US market with over +313% impressions

CAMPAIGN ACTIVATION SIZZLE

INFLUENCER CAMPAIGN

OOH and e-comm dominated the awareness coverage

From clubhouses to airports, we took over LA and the tournament weekend.