Dewar’s is calling upon drinkers to “Stay Curious” and encouraging them to seek out new and particularly memorable experiences.
The campaign features 15- and 30-second TV spots that showcase the close ties between Dewar’s and sport. The brand has sponsored several sporting events, competitions and teams, dating back to the 1890s.
The 30-second film, which forms the centrepiece of the Stay Curious campaign, is set in the 1920s and follows a football scout attending an American football game. The viewer sees his focus turn to a player on the bench, effortlessly catching footballs one right after another.
Piquing his curiosity, the scout recognizes the benched player’s natural talent and offers him the opportunity to try out as a goalie for a Scottish soccer team. He is presented with a bottle of DEWAR’S 12 year, a token that invites him to explore the possibilities when the worlds of American football and Scottish soccer collide. The result is that the player successfully traverses different cultures and different sports to become a star soccer goalie in Scotland.
Brian Cox, vice president of Dewar’s for North America, said: “The brand’s keen interest and investment into bringing sports across continents was something we wanted to pay homage to in this exciting campaign as it represents the brand’s ‘wit and grit’ approach to innovation and experiential marketing.”
The 30- and 15-second TV spots will run on networks and cable programmes throughout the season, supported by digital and print media.
Stephanie MacLeod, master blender for Dewar’s, said: “We’re driven by the unexpected, not only through our signature combination of malt and grain whisky alongside our double-ageing process for extra smoothness but also how we’re reaching across the aisle to work with different spirit categories to source casks for our Dewar’s 8 Year cask series.
“Dewar’s approach brings different worlds and perspectives together to create something even more exciting is at the forefront of all that we do.”
The Stay Curious campaign will stretch across product innovation, gift packaging and new cocktail serves, coupled with sponsorships, experiential and below-the-line promotions