TARGET INSIGHT
Eastern state Bourbon drinkers are ready for craft-like, smooth drinking alternatives to their favorite local pour.
CORE IDEA
Showcase how Dewar’s finishes and ages Dewar’s Scratched Cask in extra-charred and scratched oak barrels, delivering Bourbon-like smoothness from the world’s most-awarded Scotch
360 ACTIVATION
We blanketed the test markets with retail POS, then used social and mobile media to target Bourbon drinkers while event marketing hit the streets.
IMPACT
• Garnered immediate Distributor support
• Secured 30% ACV within 6 weeks, in 4 markets
• Generated over 350MM media/social/PR impressions, and 56,000 Website visits
• Exceeded test market sales forecast by +21%