The business problem:
Dewar’s White Label is the most awarded blended scotch in the world with 167 years of incredible heritage. But the young guys who were drinking it in their whisky and coke around the world weren’t necessarily aware of the origins of the scotch in their hands and that it is still lovingly produced in the heart of the Scottish Highlands.
The insight:
The Scotch category is experiencing a bit of a revival of late - whisky drinkers are not just the stereotypical cigar-puffing aficionados they once were. They are young, buoyant individuals, curious about the dram in their hand and thirsty for knowledge. After all, a proper Scotch drinker should want to know what he is drinking and care what it stands for. Our task was to bring the origins of Dewar’s True Scotch to life for visitors from around the world. Something they’re proud to discover and will want to share with their mates down the pub. All without having to fork out a flight to Scotland.
The solution:
The solution lay in the unique batch codes on the front of each newly designed bottle of Dewar’s White Label. We used these codes to create a unique online journey for each consumer, to take them from wherever they were in the world back to Aberfeldy, the home of the heart malt in Dewar’s White Label using Google Hyper-lapse technology.
Along the way they would cross oceans, fly past landmarks and pass through the Glasgow Bottling Plant on their way up through the Scottish Highlands to the sleepy town of Aberfeldy.
Being tucked away in the Scottish Highlands, the distillery’s guest book has historically been a little empty – but we made sure each visit to the site was immortalised physically at Aberfeldy by building a custom made view-counter, made of former Dewar’s bottles and an empty cask which ticks over every time someone visits the site.
From there, ‘guests’ are then invited to explore and interact with the distillery’s still house, cask warehouse, and maturation corridor in 360 HD detail, navigating by dragging around their curser on a desktop, or by simply moving their phone or tablet around in the space in front of them, complete with meeting distillery workers and listening to sound bites.
The experience recently launched and is being promoted in the main Dewar’s markets of Spain and the US currently.
We developed the experience in partnership with the great folk over at Stink Digital.
The best way to experience True Scotch journey is to take one for yourself at TrueScotch.com.