Dewar’s launch new campaign in the US

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Dewar’s Blended Scotch whisky, the world’s most awarded Scotch and the number-one selling premium blended Scotch whisky in the United States, announces a break from the tired conventions of the category for the launch of its new campaign – “Dewar’s: The Drinking Man’s Scotch.”

The tweed and tradition that dominate Scotch whisky will be subverted to reintroduce Dewar’s to a new generation of modern and urban men. Just as the Dewar family revolutionized the Scotch category when it launched the brand in 1846, the new Dewar’s campaign will once again challenge the norm by bringing sensual taste, intellectual stimulation, and a hint of irreverence to the world of men in television, print and digital mediums nationwide. “The Dewar’s campaign takes a never-before-seen approach,” says Arvind Krishnan, VP, Brand Managing Director, Dewar’s Blended Scotch Whiskies. She offers sharp words of wisdom to the Dewar’s man – advice on living life, on drinking Scotch, on women and on being a man. By displaying her strength in an edgy, yet inescapably striking way, the icon entrances men to follow her lead and step up to Dewar’s Blended Scotch.

The gritty, industrial setting of Glasgow – the same place where Dewar’s bottles its award-winning Scotch – brings a new identity to the brand. “The Drinking Man” doesn’t take life too seriously, but knows that his choice of Scotch is an important one. Gone are the wood-paneled libraries, leather club chairs and cigar smoke: Glasgow is the home of Dewar’s and the home of its cunning icon. Dewar’s, the most awarded Scotch in the world, is renowned for its double barrel ageing process, unparalleled smoothness and character.

In the print campaign, stunning images of the icon are presented with her signature words of wisdom, such as “Serious is not always easy, but it comes with serious benefits” and “Speed is often the enemy of true pleasure.” Upon seeing these striking images and listening to the icon’s seductive words, the Dewar’s man understands that he shouldn’t take life too seriously, just his choice of Scotch.

The Dewar’s campaign will run in US national and regional print publications, with the commercial airing on premium cable networks starting October 30, 2012.

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