Dewar’s invests $15m in Live True campaign

Blended Scotch whisky brand Dewar’s has launched a US$15 million global marketing push for its Live True campaign, which features a voiceover from Game of Thrones actor Iain Glen.

The new TV spot tells the the story of Neville Neville, who is dedicated to doing things twice

The campaign is inspired by the Bacardi-owned brand’s “obsession with doing things twice to make them better” – a tribute to its double-ageing process.

Running until the end of 2019, the new television advert debuted in the US yesterday (22 October) and will roll out across Spain, Puerto Rico, the Dominican Republic and Lebanon, among other countries. It will also feature print, digital, social and out-of-home executions.

The campaign re-launch is part of Dewar’s wider strategy to drive growth across its entire portfolio, with a “renewed focus on innovation”.

The brand will also focus on its Dewar’s 12, Dewar’s 15 and Dewar’s 18 expressions, with the aim of doubling distribution in the next year.

Scottish actor Iain Glen serves as the narrator for the television spot, telling the tale of a man named Neville Neville who is dedicated to doing things twice.

“Live True is a bold embodiment of Dewar’s as a brand,” said Adam Oakley, global vice president, Dewar’s.

“This campaign is just the beginning [of] robust global efforts to lift the veil off not just Dewar’s, but the Scotch whisky category as a whole, showing the craftsmanship and approachability behind this storied spirit.”

Brian Cox, vice president of Dewar’s in North America, added: “This is the first globally integrated campaign in five years, and with that the business is doubling down on Dewar’s by revamping the brand’s merchandising programme, fuelling the growth of its premium marques, and reshaping its on-premise experiential and sampling strategy.”

Check out the Live True TV spot below.