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.

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)