Dewar's Blended Scotch Whisky: Live True

DEWAR’S Blended Scotch whisky announced today the launch of a $15M global marketing push around its “Live True” campaign, via Day One Agency, which magnifies the brand’s obsession with doing things twice to make them better as a nod to its double-aging process. Running through end of 2019, the multi-market effort features a new TV anthem with Scottish actor Iain Glen, as well as print, digital/social and out-of-home (OOH) executions. “Live True” will debut in the U.S., before rolling out across Spain, Puerto Rico, the Dominican Republic and Lebanon, amongst other countries. The campaign re-launch kicks off the brand’s larger strategy to fuel growth across its entire portfolio, with a renewed focus on innovation, as well as its approach to retail, sampling and merchandising.