Rekindling a Connection
Our competitors and the entire category’s communications felt dark and outdated. By shining a light on the detailed craft of every bottle of Dewar’s we moved the brand into the future, speaking to our target’s affinity for things well made. And to continue to engage in more meaningful ways, we developed master classes to educate in a way that resonated with our consumers. Going beyond just tastings, we brought in their lifestyle-interests as well, featuring food pairings and again highlighting the brand’s crafted style.