• by Fern Siegel , October 11, 2024

Dewar’s Blended Scotch Whisky is saluting its nearly 180-year legacy with a new global campaign “Here’s to the Story.”

Created by BBDO New York, the work represents the new long-term worldwide positioning for Dewar’s. The campaign will initially launch in over eight markets across the globe and roll out via a media mix that includes TV, OOH, VOD, social and digital, as well as BTL marketing.

“The launch of ‘Here’s to the Story’ marks a pivotal moment for Dewar’s, celebrating life’s most meaningful moments through storytelling, adventure and discovery. The campaign aims to connect with modern drinkers and younger, more diverse audiences, breaking traditional perceptions of whisky. There’s a seat for everyone at the table,” Laila Mignoni, global vice president, creative excellence, Bacardi, Dewar's owner, told Agency Daily.

As part of the campaign’s debut, Dewar’s is launching a spot at a long table. Participants include master blender Stephanie Macleod, famed Spanish photographer Eugenio Recuenco, and other inspiring creative people passing a dram of whisky to each other.

Brian Cox, vice president of Dewar’s Scotch Whisky, told AD: “The campaign represents a new and exciting chapter for the brand. It captures Scotch whisky’s unique ability to inspire and elevate life’s meaningful moments — from the everyday to the more epic, those shaped by shared journeys, unforgettable stories and meaningful personal connections.”

Founded in 1846 by John Dewar, the brand has grown from a small wine-and-spirits merchant shop in Scotland, to one of the largest Scotch whisky brands in the world, best known for its Dewar’s White Label.

BBDO NY’s client work also includes Bodyform, Pedigree, AT&T Business and Volkswagen.