Lunar New Year
Dewar’s roars into the Year of the Dragon
Dewar’s blended Scotch whisky has developed an ambitious Chinese New Year campaign that spans multiple locations, partners and regions for the Spring Festival period.
The shopper engagement drive features in Asia Pacific, the Middle East and UK. It is led by a travel-exclusive, limited-edition pack across the Dewar’s Double Double series (20 Year Old, 26 Year Old and 30 Year Old), a selection of small batch, prestige, aged blends exclusive to the channel.
The celebratory Lunar New Year themed limited-edition packaging features a dragon illustration and an interactive digital consumer experience, accessible via a QR code on packaging. Shoppers are invited to discover their unique zodiac fortune for the new year ahead, available in Chinese and English.
Comment: Dewar’s has put its prestige ranges front and centre of this vibrant campaign, underlining their importance as a contributor to the brand’s rising performance and to category growth. The latest limited-edition expression builds on this momentum at the luxury end and targets the key Chinese shopper both inside China and beyond its borders.
How Bacardi Global Travel Retail has brought the campaign to life with China Duty Free Group in Haikou
Stand-out branding above The Whisky Emporium entrance at the Times DF Haikou Mission Hills Duty-Free store
Front and centre: Unmissable positioning for the Scotch brand with Tasa Meng in Taipei
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The Moodie Davitt eZine Issue 331 | 12 February 2024
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