Hamilton, Bermuda – Dewar’s Blended Scotch Whisky has refreshed its brand platform with the ‘Here’s to the Story’ global campaign. The brand platform is in celebration of Dewar’s 180 years in the industry.
‘Here’s to the Story’ alludes to Dewar’s history and its role in promoting Scotch Whisky worldwide while remaining committed to new discoveries. The campaign is made for life explorers who yearn for new experiences, incorporating themes of curiosity and sophistication.
Dewar’s believes that life’s essence is in experiences, people, and stories rather than in material possessions. ‘Here’s to the Story’ reflects this philosophy and how the best moments are best enjoyed with Dewar’s Scotch whisky.
The campaign video shows storytellers gathered around a long table as they pass whisky around. It features master blender Stephanie Macleod and Spanish photographer Eugenio Recuenco among others.
Dewar’s campaign is part of its effort to build deeper connections with whisky enthusiasts at present. It has also refined its brand strategy to strengthen its presence in the industry.
The integrated global campaign will encompass cinematic advertisements, social media content, and collaborations.
“The ‘Here’s to the Story’ campaign is a tribute to Dewar’s tradition of exceptional craftsmanship and the novel characters and stories that have shaped the brand over the centuries. Our whisky has always been more than a drink, it’s a celebratory symbol of life’s greatest moments and the shared stories that define them. This campaign is an invitation to our consumers to take a seat at the table and toast to the stories that make life truly fulfilling,” Laila Mignoni, global vice president of creative excellence at Bacardi, said.
Misha Semiz, global vice president of blended scotch at Bacardi, said, “At Dewar’s, we believe the richness of life lies in the stories we share and the experiences we treasure. Far from a one-off advertising campaign, ‘Here’s to the Story’ marks the beginning of a new brand belief and an ongoing thread for DEWAR’S. It represents a renewed vision and the start of a new chapter in our journey, which includes product and visual world updates to elevate DEWAR’S into the premium-plus space.”
“Our aim is to redefine how whisky is perceived, open up new possibilities and invite a broader audience into the world of Scotch. It’s a tribute to the intelligent, witty, and sophisticated moments and people that make life extraordinary,” Semiz added.