DEWAR’S Whisky, the world’s most awarded whisky, debuts its latest multi-million-dollar marketing campaign, entitled Stay Curious. Calling upon consumers to “Stay Curious” and encouraging them to seek out new, memorable experiences across cultures, the campaign is a direct reflection of the brand’s history and ethos.
Whether introducing double aging methods, creating limited-edition cask finishes that bring different worlds together in a bottle to create an unexpected flavor profile or supporting out of the box cultural happenings, DEWAR’S has been fueled by a natural curiosity for nearly 225 years.
DEWAR’S has long been a pioneer among whisky brands since its founding in 1846, fostering a unique production process and bringing people together across cultures. Nowhere has that interest and innovation in bringing two things together to make something even more exciting been exemplified more than in its connection to sports. DEWAR’S has been a patron of professional sporting events and helped integrate soccer into the American cultural lexicon for over a century.
DEWAR’S Whisky Invites People To Explore And Look Beyond The Obvious
Notably the brand donated a trophy called the DEWAR’S cup in 1914 for the first ever Lamar Hunt US Open, which is now the oldest ongoing national soccer competition in the US. Stay Curious gives a nod to DEWAR’S centuries long connection to the sports world, bringing the spirit of curiosity and cross collaboration center stage.
Having launched in the North American market, the :30 and :15 second spots of the integrated campaign will run on networks and cable programs throughout the season, supported by digital and print media.
The :30 spot takes place in the 1920s and opens with a Scottish DEWAR’S soccer scout who is in the stands surveying the field of an American football game. The viewer sees his focus turn to a player on the bench, effortlessly catching footballs one right after another. Piquing his curiosity, the scout recognizes the benched player’s natural talent and offers him the opportunity to try out as a goalie for a Scottish soccer team.
DEWAR’S Whisky Invites People To Explore And Look Beyond The Obvious
He is presented with a bottle of DEWAR’S 12 year, a token that invites him to explore the possibilities when the worlds of American football and Scottish soccer collide. The result is that the player successfully traverses different cultures and different sports to become a star soccer goalie in Scotland.
