BACARDI LAUNCHES “DEWARISM” CAMPAIGN

Bacardi USA is unleashing a new advertising campaign for Dewar’s – the number 1 selling Scotch in the U.S. with almost 1.4 million cases sold last year – by targeting younger generations. Sales have been flat for over five years, but Bacardi hopes to change that with the “Dewarism” campaign that will include 22 cable spots, print and a Web site, http://www.dewarism.com/, according to Brandweek’s Kenneth Hein. Spend for the campaign was not disclosed.

With sayings like “It is not a man stands up for that counts, it is what he falls for” and
“We have a great regard for old age when it is bottled,” Bacardi is resurrecting Sir Thomas Dewar’s published sayings in effort to reel in Millennials, who are already reportedly picking up on Scotch’s “grown-up” image. A study released this month by The Zandl Group, New York, a marketing research and trend-spotting firm, showed that young adults are gravitating away from vodka and toward brown spirits.

Dewar’s is also putting it’s super-premium Dewar’s 12 on TV with global television ads kicking off in October via Saatchi & Saatchi, London, with the tag line, “A long story in every drop.”