DEWAR’S Whisky debuts its latest multi-million dollar marketing campaign,”Stay Curious.” Calling upon consumers to “Stay Curious” and encouraging them to seek out new, memorable experiences across cultures, the campaign is a direct reflection of the brand’s history and ethos.
Whether introducing double aging methods, creating limited-edition cask finishes that bring different worlds together in a bottle to create an unexpected flavor profile or supporting out of the box cultural happenings, since its founding in 1846 Dewar’s has long been a pioneer among whisky brands fostering a unique production process and bringing people together across cultures.
The integrated campaign launched Monday (11/23) in the North American market. The :30 and :15 second spots will run on networks and cable programs throughout the season, supported by digital and print media.
The :30 spot takes place in the 1920s and opens with a Scottish Dewar’s soccer scout who is in the stands surveying the field of 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.
“A whole world of possibilities opens up when you find the commonalities in the unexpected, allowing empathy and curiosity to create entirely new, innovative drinking and social experiences that can bring people together,” says Brian Cox, VP-North America. “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. And the viewer also gets to experience this thread of collaboration and combining two different worlds throughout the campaign, even down to director Tim Godsall’s meticulous mix of modern and contemporary details being displayed on this 1920s backdrop.
A 360° campaign, Stay Curious will stretch across product innovation, gift packaging and new cocktail serves coupled with sponsorships, experiential and below the line promotions.