John Dewar & Sons: Malts of legend

John Dewar & Sons, a whisky brand, launched a campaign to introduce its five new single malt brands in the US, generate an avid fan base and increase market share.

Campaign details

Advertiser: John Dewar & SonsAgency: Nike Communications

A Breakthrough Immersive Experience for The Spirits Industry

ASSIGNMENT

Launch and introduce John Dewar & Sons five new single malt brands (The Deveron, Royal Brackla, Craigellachie, Aultmore and Aberfeldy).

Introduce these rare malts and their unique stories to high net-worth whisky drinkers, media and influences so that they learn about them, try them and know how to get more.

Generate an avid fan base amongst target media and consumers.

Reach about 1% value market share in the Single Malt category in FY16.

CHALLENGE

Bring these rare single malts...

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