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The Challenge:
The Scotch category had been declining for 16 years, losing 60% of its volume, twice the rate of the total spirits category. Consumers were moving away from spirits in general due to health and lifestyle perceptions. And Scotch, which was strongly viewed as the choice of elderly, white, affluent males
was particularly affected.

The Insight:
Many educated young adults look to differentiate themselves from their less mature past as they move into their professional lives.

The Solution:
Position Dewars as an unpretentious expression of one’s maturity.

The Result:
Growth rate increased 70% with full turn around in year three – all on 22% less media vs. prior to campaign. Significant positive consumer perception gains. Harvard case study.

One of the most awarded US campaigns in the past 10 years.


 Print / Broadcast



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