DEWARS DISCOVERY by RYANEXT, Stange Brand- Activation for Dewar's

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DEWARS DISCOVERY

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Industry Whiskey
Media Promo & PR
Market United States
Agency RYANEXT
Creative Director Andres Zuniga
Art Director Jonathon Grabon
Agency Stange Brand- Activation
Released March 2009

Credits & Description

Category: Event and Field Marketing
Advertiser: BACARDI
Product/Service: WHISKY
Agency: RYANEXT
Agency: Stange Brand- Activation
Date of First Appearance: Mar 15 2009 12:00AM
Entrant Company: RYANEXT, Wilton, USA
Creative Director: Andres Zuniga (Ryanext)
Chief Creative Director: Don Growhoski (Ryanext)
Art Director: Jonathon Grabon (Ryanext)
Vice President: Jorge Llauro (Ryanext)
Vice President: Pam Daily (Stage)
Tour Manager: Al Magnata (Stage)
Media placement: Brand Decision Video(Pilot) - Event - 03/10/2009
Media placement: Brand Discovery Video ( Pilot) - Event - 03/10/2009

Describe the objective of the promotion.
The Dewar’s Discovery program aimed to accomplish the following: 1. Recruit current U.S. Scotch whisky drinkers to the Dewar’s franchise, and teach them to drink across the Dewar’s portfolio- Dewar’s White Label, Dewar’s 12, Dewar’s 18, and Dewar’s Signature 2. Build an emotional connection to the Dewar’s brand, moving consumers to the highest levels of brand engagement 3. Drive awareness and trial 4. Drive repeat share of requirement and advocacy through CRM

Describe how the promotion developed from concept to implementation
Dewar’s 12 is a distant third in the super premium scotch category - behind JW Black and Chivas 12. To gain share growth, Dewar’s 12 needed to become a contender in the Scotch drinkers' consideration set. A three-phased process was developed to engage consumers: Phase I: Dewar’s Decision – Blind taste tests gauge initial brand adoption levels and educate about Dewar’s unique Double Ageing process. Phase II: Dewar’s Discovery - Private, brand immersions move consumers to higher levels of brand adoption. Phase III: Thinkers and Dewar’s (CRM) – Open dialogue throughout the prior two phases to grow consideration and advocacy.

Describe the success of the promotion with both client and consumer including some quantifiable results
Phase I - Decision • Recruited 21,623 consumers over 613 Decision events in 5 markets • 91% of consumers indicated they are open to Dewar’s 12 in the future • 72% joined the CRM program Phase II - Discovery • 65 Discovery events executed so far • 3,780 consumers have gone through the Discovery program Phase III - CRM • Over 99% of members opted-in to receive further communication • 5% of members engage and submit content • 26% of registrants hit the core “recruitment” demographic (Males 21-34)

Explain why the method of promotion was most relevant to the product or service
Dewar’s Decision Taste Consultants walked groups of 4-6 consumers through a short blind tasting of Chivas 12, JW Black, and Dewar’s 12. Ipods in trays captured data and preference. After the tasting, consumers received a message about Dewar’s 12 double ageing process. Dewar’s Discovery A private experience invited consumers to sample and learn about Dewar’s during a cocktail reception and in a tasting room. A Brand Ambassador guided a tasting and even allowed consumers to blend their own Scotch. Thinkers & Dewar’s Digital (CRM) A dialogue with consumers to build an emotional connection, increasing loyalty and driving purchase.