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.

The increase in the Dewar’s brand advertising awareness is stunning and unprecedented.
- Arvind Krishnan Vice President Brand Managing Director for Dewars