Stranger & Stranger has helped give blended Scotch whisky Dewar’s a refreshed look with a new bottle design and positioning based on heritage and provenance. The consultancy, which was appointed by Dewar’s directly, has also worked on a campaign. This, and all brand activity, will now be anchored by the banner True Scotch Since 1846.
The mark reveals three interlocking D’s, representative of the three ‘men of substance’ who founded the company, John Dewar and his sons, John Alexander Dewar and Tommy Dewar.
John Burke, global category director for Dewar’s says, ‘Under the banner of True Scotch, the new Dewar’s visual identity is designed to intrigue and engage consumers in the most direct way possible – bringing the values, aspirations and authenticity of this unique whisky to life, while showing how relevant these qualities remain.