Any booze promoting is hard lately, until it’s alcohol-free. Not a lot assist to Dewar’s whisky which clearly isn’t. However whisky adverts by the ages have tended to get caught in a Scottish glen, with a bunch of Pringle sweaters clinking away.
There’ve been exceptions in fact: Robert Carlyle’s marathon for Johnnie Walker from BBH all these years in the past and earlier than that Saatchi’s animated recreation fowl for Well-known Grouse. This, so a customer tells me, is the Royals’ favoured tipple at their Balmoral bolthole – no expensive single malts for them.
Bacardi-owned Dewar’s, a mix, has been round for 180 years it appears and it’s again with a brand new international marketing campaign from BBDO, ‘Right here’s to the Story.’ So we’ve got a big group of buddies gathering on a Scottish mountainside (as you do) to the relatively unlikely backing of Lou Reed.
Laila Mignoni, international vp, artistic excellence, Bacardi says: “The “Right here’s to the Story” marketing campaign is a tribute to Dewar’s’ custom of outstanding craftsmanship and the novel characters and tales which have formed the model over the centuries.
“Our whisky has all the time been greater than a drink, it’s a celebratory image of life’s biggest moments and the shared tales that outline them. This marketing campaign is an invite to our shoppers to sit down on the desk and toast the tales that make life actually fulfilling.”
You possibly can see why whisky makers wish to emphasise the social, the traditional tipple has one thing a rep. for gloomy, solo consuming.
And, lately particularly, you’ll be able to’t have Ralph C. Nesbitt falling off his boat. Disgrace although…
MAA artistic scale: 5.