"We're really careful as an organization to be super compliant when it comes to first-party data," said Laila Mignoni, global VP of marketing and creative excellence at Bacardi, which owns Dewar's. This emphasizes the importance Dewar’s places on compliance amidst evolving advertising strategies.
"The link between pure Scotch whisky and golf really goes back to its origins, to Scotland," said Brian Cox, VP of Dewar's for North America. This statement highlights the historical connection between Scotch whisky and golf, underlining its marketing strategy.
What's more surprising is that golf, one of the only viable options for pandemic socializing in 2020, continued to grow long after the end of social distancing. This showcases golf's increasing popularity during and after the pandemic periods.
To reach their ideal persona within that group - namely, millennial drinkers over the age of 30 with disposable income - Dewar's has begun to incorporate more digital, social and experiential options into its media mix. This outlines Dewar's targeted marketing strategy towards millennials.
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