• Brandweek, Monday, September 25, 2006 12:15 PM

Dewar's White Label hopes that Tommy will do for it what Audrey Hepburn is doing for the Gap. "Tommy" is Sir Thomas Dewar, the 19th-century purveyor of Scotch and star of a new campaign for the No. 1-selling Scotch in the U.S., which is now marketed by Bacardi USA. The campaign features actual aphorisms uttered by Sir Thomas in his lifetime, such as "Life is full of trials, with an occasional conviction," and "Don't question your wife's judgment. Look who she married." "His sayings are actually published," says Gonzalo de la Pezuela, vp-group marketing director for scotch and tequila at Bacardi. "It's not some marketing gimmick I created behind my desk with the ad agency." Although Dewar's sold more than twice as many bottles last year than its nearest competitor in the U.S.--Johnnie Walker Black--sales have been flat for more than half a decade, despite a surge in the spirits category. Bacardi is looking to attract younger drinkers the way it knows best--by investing heavily in advertising. While spending for this campaign was not disclosed, "Dewarisms" serves as White Label's first cohesive global effort, and includes 22 cable spots, print and a Web site, www.Dewarism.com.

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