Challenge
With an aging core consumer, Dewar's needed to attract a younger demographic who is less likely to consume at the rate of the historic consumer. So not only did they need Scotch drinkers new to the brand, they needed more of them then ever before.
Solution
The Official Scotch Whisky of the 122nd US Open Scotch and golf go together like golf and scotch, especially with the last day of the tournament falling on Father’s Day, a major power period for scotch purchases. It was the perfect moment to drive awareness of Dewar's premium aged marques. We swung big! Our campaign started months before Father’s Day with a suite of national awareness-drivers in key golf and lifestyle verticals including print, podcast sponsorships, and publisher partnerships. Then we got hyper-local in the US Open’s host city of Boston with OOH placements in high-traffic areas including Logan Airport, Fenway Park, South Station, and The TD Garden. We went mobile. The campaign came to life across a mix of digital and social through collaborations with paid influencers (including Roger Steel), and US Open weekend partnerships with Golf Week, The Score, and a custom Draft Kings DFS activation. We were on top of the tournament, and top of mind across the fan base for golf and scotch whisky. We raised the bar. To add another layer of flavor to the event, we helped Dewar’s roll out their 2022 19 Year Champion’s Edition LTO and debuted their new Lemon Wedge cocktail at the tournament. Both were served on-site and then distributed nationally, driving liquid to lips in Boston and beyond.
Results
We finished on top! The program was a runaway success that drove over 100 million impressions, increased demand for Dewar’s 15 Year by 111%, and gave the entire Dewar’s portfolio a 5% sales boost. This program continues to evolve around the US Open year over year.
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