Scotch is a man’s drink: straight, real and true. But instead of showing predictable masculine archetypes, we placed a bet that our young, virile audience would lap up opinions from a sinuous, gorgeous, grown-up woman.
And the brand cashed in. In a category that normally goes the way of the traditional, we created a new voice and defined a new man…
Before we touched it, Dewar’s was in massive decline. And was being way, way outspent. Our campaign pushed every boundary and raised sales significantly.