Bacardi has undertaken a marketing review for Dewar’s and unveiled a worldwide activation for the blended scotch whisky.
The campaign, ‘Here’s to the Story’, is the result of what the brand owner calls “a refined brand strategy to solidify [Dewar’s] presence in the premium-plus space”. Comprising an advert, in which master distiller Stephanie Macleod appears, backed by social media content, the push centres around experiential moments as part of “life’s true value” rather than material possessions.
Specific details on where the ad will air were not immediately available, although the campaign will run in all of Dewar’s markets.
Dewar’s is embarking on an exciting new chapter defined by innovation, cultural resonance and a deeper connection with today’s whisky enthusiasts,” Bacardi said. “This evolution comes at a time of tremendous opportunity, with expectations for the super premium-plus whisky segments to continue outpacing the wider category.”
Last month, the privately-owned brand owner became the latest to partner with The Coca-Cola Co for a co-branded RTD. Bacardi Mixed with Coca-Cola will commence a worldwide rollout in the New Year.
