DEWAR’S® Blended Scotch whisky, the world’s most awarded Scotch and the number-one selling premium blended Scotch whisky in the United States, announces a break from the tired conventions of the category for the launch of its new campaign – “DEWAR’S: The Drinking Man’s Scotch.” The tweed and tradition that dominate Scotch whisky will be subverted to reintroduce DEWAR’S to a new generation of modern and urban men. Just as the Dewar family revolutionized the Scotch category when it launched the brand in 1846, the new DEWAR’S campaign will once again challenge the norm by bringing sensual taste intellectual stimulation and a hint of irreverence to the world of men in television, print and digital mediums nationwide. The campaign, which will highlight DEWAR’S® WHITE LABEL® and DEWAR’S® 12 year old, is the first time that the brand will appear on television since 2007.
“The DEWAR’S campaign takes a never-before-seen approach,” says Arvind Krishnan, VP, Brand Managing Director, DEWAR’S Blended Scotch Whiskies. “It speaks to the personality and motivations of men, and challenges them to rethink their Scotch selection. It has intelligence and wit, bringing the brand back to the independent spirit with which it was created.”
The new campaign is delivered with a wink and a smile. The icon, a beautiful, alluring and mysterious Scottish woman has the presence of a queen and the mouth of a gangster. She draws the viewer in from the moment she is seen, enticing men and pulling them into her clandestine world. She is incredibly desirable yet unattainable. She offers sharp words of wisdom to the DEWAR’S man – advice on living life, on drinking Scotch, on women and on being a man. She has a strong, commanding grip over the edgy, underground world of the East End of Glasgow, Scotland – a post-industrial landscape littered with intrigue, mystique and secrets – and exudes her power through her piercing attitude, cutting tongue and entrancing beauty. By displaying her strength in an edgy, yet inescapably striking way, the icon entrances men to follow her lead and step up to DEWAR’S Blended Scotch.
The gritty, industrial setting of Glasgow – the same place where DEWAR’S bottles its award-winning Scotch – brings a new identity to the brand. “The Drinking Man” doesn’t take life too seriously, but knows that his choice of Scotch is an important one. He is smooth and sociable, but with a sharp edge that carries him through his urban environment. Gone are the wood-paneled libraries, leather club chairs and cigar smoke: Glasgow is the home of DEWAR’S and the home of its cunning icon. While its image has evolved to reflect more modern times, the liquid has remained, and always will remain the same. DEWAR’S, the most awarded Scotch in the world, is renowned for its double barrel ageing process, unparalleled smoothness and character.
In the print campaign, stunning images of the icon are presented with her signature words of wisdom, such as “Serious is not always easy, but it comes with serious benefits” and “Speed is often the enemy of true pleasure.” Upon seeing these striking images and listening to the icon’s seductive words, the DEWAR’S man understands that he shouldn’t take life too seriously, just his choice of Scotch.
The DEWAR’S campaign will run in national and regional print publications, with the commercial airing on premium cable networks starting October 30, 2012. The campaign will also be available on http://www.dewars.com and http://www.facebook.com/dewars starting October 30, 2012.
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